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"Until Then"... PUMA excites consumers with 2008 ad campaign
PUMA's new primetime football campaign is under the name "Until Then" and promotes its new v1.08 performance concept.
The futuristic-looking ad was shot in London, edited in Los Angeles and features global PUMA stars Samuel Eto'o, Gianluigi Buffon, Nicolas Anelka, Fredrik Ljungberg, Peter Crouch, Alexander Frei and Mario Gomez in television, print, retail and online adaptations. Other players will also appear in print and retail versions at the local level.
"Until Then" gives the consumer a look into what the future of PUMA football holds: out-of-this-world speed, massive stadiums and athletes capable of amazing feats wearing futurized PUMA product. Until then, the PUMA v1.08 will be the market's premier lightweight football boot with its new revolutionary UNI-stitched construction and its unique AptoLast mirroring the natural shape of the foot in combination with a modern, striking design and stylish looks.
The ad, produced by Danish-based creative agency Robert/Boisen & Like-Minded (RBLM), captures this futuristic world with its creative treatments and use of high-tech production elements to develop the digitally-created television spot and hybrid print campaign.
"PUMA Football continues to stand out with its unique product stories and design elements," says Antonio Bertone, Chief Marketing Officer, PUMA. "So likewise, we developed a unique campaign that blends design and technology - like our products themselves - and makes the consumer think about where the sport is going in the future."
"Until Then" was shot and scanned at Spring Studios in London last August. The print versions will combine real-life photography with virtual, animated "Speed Legs" to capture the spirit of tomorrow's game.
For the television spot, PUMA created a 3D virtual model of the player's likeness. This was done using Eyetronics technology that has been used in Hollywood movies, video games and music videos. The scanning process itself was based on a photo shoot during which a sequence of patterns was projected on each player. From these images, a computer program can extract the three-dimensional information to build the virtual player. Production of the final animation was produced by The Mill in London.
Past Hollywood blockbusters using Eyetronics technology include "Next" with Nicolas Cage, "Charlie and the Chocolate Factory" with Johnny Depp, "Lara Croft" with Angelina Jolie, as well as "Batman," "Troy" and "Zorro".
"Every day football evolves and PUMA is known for continuing to push the limits," said Michael Robert, Creative Director for RBLM. "We tried to capture how the game will look in an undefined future, where a boot has evolved into an entire set of speed legs. Until then, the v1.08 is the football boot of choice for the world's best."
The campaign was launched globally in mid-January and appears in magazine ads on all five continents as well as television, billboard and Internet executions.
The new international v.08 statement performance concept, covering all product segments, has been available in-store since mid-January.
