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”