How does a sneaker company that can’t hang with its testosterone-charged counterparts portray itself? That’s been the dilemma facing Puma for quite some time. Never one to lean on adrenaline infused imagery or jock-friendly taglines like Nike’s “Just do it” or Addidas’ “Impossible is nothing”, Puma has been forced to self-reflect and find its place in the crowded athletic shoe market. Enter Droga5 and Puma’s new brand positioning that’s smart, unique and perhaps most important of all, relatable. This campaign celebrates the "after-hours athlete," the ones that would rather take a 5 a.m. cab than a 5 a.m. run. A 90-second Web film directed by Ringan Ledwidge boasts beautiful images of late-night bowling, darts and pool games, with a well-written albeit overly-dramatic voiceover. The casting is a bit too predictable with its twentysomething hipsters; but then again, Puma is selling style and attitude, and the ad has got plenty of both. Check it out here.
