The After Hours Athlete for Puma is my favorite commercial I saw at the festival by far. The type of entry is product and service, the category is clothing, footwear and accessories. The agency that created the campaign is DROGA5 New York, USA. The commercial is one minute and thirty seconds long. The commercial is shot very naturally using normal everyday people to show people in social settings catching cabs, playing pool and bowling. The camera shows close up shots of people’s hands, feet, and close up portrait shots. What I enjoy the most is the copy writing. The man’s voice is so relaxing and the script is very creative and relatable to the everyday person. The Social PUMA is a creative approach to an athletic shoe. It reminds us everyone can even be an athlete even if that is a pickup game of bowling, or trying to ring the back of a garbage can with a bottle. The campaign relates to a much wider target audience than the typical running shoe normally targets. This ad also won a Cannes Lions gold lion in the film category. When the commercial is over you feel warm inside as if your life was just played out on camera. It is a great campaign and is well deserving of a gold lion.
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