Thinkbox
A depiction of the euphoria every runner gets from running, brought to life via a song with insight and humour, has made Puma the latest winner of the Thinkboxes award for TV advertising creativity.
Inspired by the insight that running gives you a rush like nothing – which means no matter how hard it is, you’ll never regret a run – the commercial is set to the track Because I Got High by Afroman.
In the film, a variety of everyday runners are seen re-arranging their lives to chase the highs of running. The result, which promotes sport as a way to embrace self-expression and joy, is a fresh and innovative take on sports advertising.
“TV plays a pivotal role in Puma’s advertising for its ability to reach a broad audience in a meaningful and impactful way that drives higher attention and long-term ROI,” says Julie Legrand, Puma’s senior director global brand strategy.
“It remains unparalleled in its ability to build emotional connections, elevating awareness and salience – making video the ideal format for storytelling.”
Read the full article on Campaign.
Puma: “Go Wild”
- Agency: adam&eve/DDB
- Creative team: Ant Nelson, Mike Sutherland, chief creative officers; Mark Shanley, executive creative director; Christian Lotz, Christina Rankel, creative directors; Fabio Santos, creative
- Client: Julie Legrand, senior director, global brand strategy, Puma
- Production company: Love Song
- Director: Elliott Power
Poretti: “Welcome to the lake”
- Agency: Pablo
- Creative team: David Shirley, creative director; Charlie Gee, creative director; Dan Watts, executive creative director
- Client: Joanna McNeill, senior brand manager, Carlsberg Britvic
- Production company: Biscuit Filmworks
- Director: Jeff Low
SunLife: “Woodwork”
- Agency: TBWA\London
- Creative team: Anddy Jex, chief creative officer; Matt Swinburne, creative director; Freddie Mickshik, creative; Beck Dunn, creative; Megan Sutton, producer
- Client: Vicky Brunwin, head of brand, SunLife
- Production company: Smuggler
- Director: Freddy Mandy
Tetley: “The crush”
- Agency: Pablo
- Creative team: Tom Woodington; Robin Temple; Adam Reinke
- Client: Mathew Bird, marketing director, UK/Ireland, Tata Consumer Products
- Production company: Smuggler
- Director: Tom Speers
Virgin Atlantic: “Be a rainbow in the clouds”
- Agency: Lucky Generals
- Creative team: Joe Stamp, Tom Prendergast, creative directors; Lily James, Naomi Nicholl, creatives; Helen Campbell-Borton, client partner
- Client: Sam Cowley, senior brand manager, Virgin Atlantic
- Production company: Nicolai Fuglsig
- Director: MJZ
