The Puma Hardcore

OK this is clever, i admitt. It catches the bandwagon of together-ness by using the emotional power of the collective to engage us with Puma, it’s funny and it’s sharable. I’m quite critical to brands still trying to jump on this train of portraying things that are done “collectively”, not because this is wrong, as i believe this is the era of brand-giving, but because it’s been done so many times before. lately it was T-mobile that showed how you can use and exploit this movement cunningly.

But, damn it, this spot by Droga 5 has this clever twist of matching the valentine’s day with the match day and all these surrounded by the hardcore love of soccer funs. Puma here uses this vehicle to the favour of the brand and not the other way around. Droga 5 has an unparalleled record of drawing people to its content with work like “still free”, “tap project” , “Bike hero” and the hillarious Puma index.

Check at the end of the video how the fans split immediately after the task they were given is finished. Clever, indeed.

Let’s wait and see what will happen youtube-wise.

~ by johnsamaras on February 10, 2010.