Neymar Jr, Antoine Griezmann and Sara Björk are all 'fearless' in Puma's World Cup ad

LaFourmi created spot featuring a discussion between soccer-obsessed teenagers

Published On
Oct 10, 2022

Editor's Pick

The brand to unveil its World Cup ad ahead of the soccer tournament next month is Puma, which has made a star-studded film that revolves around the concept of "fearlessness."

The spot, by French agency LaFourmi, depicts a group teenage fans who discuss the playing styles of their favorite players, both male and female. They range from the big stars of the game, like Brazil's Neymar Jr and France's Antoine Griezmann, to some of the more up and coming players, like Nikita Parris and Christian Pusilic. (We glimpse all of these players in the film, plus others such as Memphis Depay, Kingsley Coman, Fridolina Rolfö and Sara Björk.) As they discuss how "fearless" these players are, the teens become bolder in their own environment, for example not being scared to go to a party, text a date, or to change the music up.

The spot, set to a soundtrack influenced by British grime music, was directed by duo Julien Martorell and Quentin Garabedian, via Hamlet. 

"We wanted to put on screen, without any real limit, a simple discussion between friends about football," said Martorell in a statement. "Like the everyday discussions we have after a match. By incorporating urban culture, music and a dose of madness, which pushes the metaphor further and further."

“We had a lot of fun trying to find and remember about everyday 'fearless' moments to connect with footbal," added Garabedian. "Whetherit was a presentation on the blackboard in front of everyone, sending an important text to date a girl or changing the music during a party where you don’t know anybody."

The spot is running on cable and satellite TV in the U.S. and South Africa for four months, and via digital media for a year; it will also be broadcast in the U.K, in partnership with Klarna on digital media.




Oct 10, 2022
Client :
Agency :
Brand Management :
Clément Lacour
Brand Management :
Shanon Zuern
Brand Management :
Abigail Rogers
Agency Management :
Thibaut Cornet
Agency Management :
Céline Jobert
Creative Director :
Clément Cimarro
Copywriter :
Clément Cimarro
Director of Strategy :
Jordane Rabute
Account Director :
Louis Pierre-Adolphe
Account Manager :
Kevin Antunes
Account Executive :
Hadrien Stolz
TV Production :
Barbara Vaira
Art Buying :
Barbara Vaira
Agency Director of Communication :
Marion Weill-Collange
Production :
Director :
Producer :
Clément Martorell
Producer :
Yannis Cullaz
Director of Production :
Ondine Dupont
Director of Production :
Timothée Salze-Lozac’h
Production Coordinator :
Ella Guionneau
Director of Photography :
Antoine Cormier
Set Designer :
Silke de Rycke
Set Designer :
Johanne Carpentier
Wardrobe :
Lisa Lapuw
Post-Producer :
Thomas Floch
Head of Montage :
Marie-Réglisse Monsimier
Calibration :
Nicolas Gauthier
Visual Effects :
Executive Production :
Composer :
Quentin Garabedian
Sound Design :
Quentin Garabedian
Sound Design :
Antoine Cebere

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