Puma – HardChorus – (2010). Brilliant.

Cliched football ads are hard to avoid.

Puma remain an exception to the Big Brand rule. They have a tone of voice that works, is relevant, interesting and motivating and supports their unique point of difference.

This ad is topical and oozes insight. It is already an on-line hit with the fans.

It is also useful – ref their website: http://www.pumahardchorus.com/

As the site says:

They want to be in your arms.You want to be in the stands. What do you do when Valentines Day falls on game day? Dedicate and send this song at www.pumahardchorus.com
Beats the italian version hands down: Puma Italian HardChorus – Ti Amo
Well worth a few credits:

Agency: Droga 5, New York
Creative Chairman: David Droga ECD: Ted Royer
Creatives: Petter Hernmarck, Erik Hogfeldt
Agency Producer: Dana May
Director: Ben Gregor
Producer: Ben Mann
Production Manager: Hannah May
DOP: John Lynch
Post House & Producer: The Mill
Edit House/ Editor: The Whitehouse / Alaster Jordan
Sound House/ Engineer: Envy
Music: Savage Garden “Truly Madly Deeply”

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FIFA 10 EA Sports Ad – How Big Can Football Get

Having eulogized about Nike, ESPN, SKY Sports, FOX Sports and Gatorade as fantastic examples of great football related work, I’m gutted by the above.

The promise is there. A great product, beautifully shot, with big stars, but what were they thinking in terms of script and sound track?

The old adage “if you can’t say it sing it” needs to be brought into play here.

The music doesn’t grip you and the script actually annoys. Particularly the end-line.

A lost opportunity to make a potentially great looking ad exceptional. Very surprising as it is from W&K Amsterdam of Nike fame.