The TV campaign has begun in the U.S., and will roll out in February or March in Germany, Austria, Switzerland, France, the U.K. and a number of Asian markets. The campaign was created by U.S. agency Gyro Worldwide of Philadelphia, Penn.. Gyro is only working for Puma on a project basis. In September Puma named the London agency K Advertising as its international global soccer agency as well as its international strategic partner. Puma continues to work with agencies on a country-by-country basis.
Although Puma is the world's fourth largest sporting brand, it is relatively minor player in the U.S. It is Puma's first U.S. TV campaign in a decade. The campaign, which will air on MTV, includes 15-and 30-sec spots aimed at teens and Generation Xers. The ads include shots of the Cell cushioning "coming to life, as if in a petri dish," interspersed with a "sci-fi chase scene with "Bionic Man" type images."
Copyright December 1996, Crain Communications Inc.