Puma’s New Playing Field
April 15, 2011 3 Comments
I was recently hipped to Puma’s new youth-targeted campaign celebrating the After Hours Athlete… and it’s so on-point! I was completely blown away with how effortlessly the messaging connects with the target demographic, and even those outside of the target through a nostalgic yearning for their own “back in the day.”
Puma uses the interactive website Puma Social as a hub to connect with visitors while promoting products and branded after hours events at pop-up spaces all around the world. The campaign is effective in the way it uses fresh, of-the-now visuals featuring young adults doing what comes naturally: partying in packs, staying out too late, probably up to a little no good, etc. all while threading this lifestyle in with playful, tongue-in-cheek “bar” sports to target a new non-athlete consumer.
The After Hours Athlete campaign is notable in the way it establishes a new playing field by creatively finding sport in the everyday life of today’s youth. Puma defines a new kind of athlete in all of us, participants in the sport of social living, and provides proper channels to stay active. This fresh approach to “sports” makes the After Hours Athlete one of the timelier and socially relevant sportswear campaigns I have seen.
Here are a few snippets of the After Hours Athlete commercial linked above… Some amazing lines of copy that totally hit the mark:
“Double bowl on a single throw, three pints in.”
“Singing on key, off key and losing keys.”
“Steady hands. Blurry eyes.”
“Bars. Billiards. Basements. Bacon sandwiches with extra hot sauce.”
“Finish lines drawn by dawn.”
“When last call calls, don’t answer.”
To be honest, I could do without the dude chucking his glass bottle toward the garbage truck at the end of the commercial… littering is never cool.