Puma and Droga5 New York launch what could quite possibly be the biggest song competition in Europe, The Hardchorus Contest. Picking off where Puma left off with the Valentine's Day Hardchorus stunt, Droga5 has brought together four more beefy choirs from France, German, Italy and the U.K. in a sing-off with more cheesy-made-manly tunes. The site launched this weekend and voting goes through March 29.
The agency took songs from a famous European song contest and recorded them to "be more Puma, more tough," says Royer. "We want to leverage the Hard Chorus, and show Euroepans you don't have to be cheesy to sing. We're turning these European songs into songs you want to sing from the terraces, which is really what Hard Chorus is all about."
As for casting, "we went around Europe finding real football fans who wanted to sing for their countries," Royer says. "We contacted local football fan clubs in all four cities. Those cast were all real hooligans. In the English one, for example, we had Tottenham fans and Arsenal fans. these are two teams that hate each other. One group would begin chanting for Arsenal, the other for Tottenham, and our assistant director would be screaming 'England! You're here for England!' It was crazy."
Although the agency could not say what European contest inspired the campaign, it's clearly a nod to Europe's long-running Eurovision Contest, which for more than 30 years has pit countries against each other in a massive sing-off. Sir Michael Terence "Terry" Wogan, former 35-year commentator for Eurovision, appears in a new gig introducing the Puma battle: "You can take the song contest from the man, but you can never take the man from the song contest," he announces, perhaps with a wink to his controversial resignation from his former post.
Italy's Puma "submission" also included this film, perhaps alluding the Italy's withdrawal from the Eurovision Song Contest in 1998.