JWT has launched the new “Forever Faster” brand platform for Puma, starting with the new anthem ad “Calling All Troublemakers.”
With the stated mission “to become the Fastest Sport Brand in the World,” Puma tapped the world’s fastest man, Usain Bolt, and a host of other star athletes for a global multimedia campaign. Alongside Bolt in the 60-second “Calling All Troublemakers” are soccer icons Mario Balotelli, Sergio Agüero, Marta Vieira da Silva; golfers Rickie Fowler and Lexi Thompson; and the Scuderia Ferrari Formula One team. The athletes were chosen for their individuality in “both performance and personality,” and the spot does have a bit of a mischievous streak to it. But Puma sees “Forever Faster” as more than a campaign tagline — it’s also a company motto representing the desire to “quickly identify product designs and innovation, trends and style and bring them into the marketplace in a more dynamic manner.”
“Forever Faster is about Puma making a statement as a brand and reminding people that we are and will continue to be the fastest sports brand in the world,” explains Adam Petrick, global marketing director at Puma. “We’ve always been known as a brand that takes risks and that’s not going to change, Forever Faster clearly represents that. This is going to change the way we approach product design and innovation as well as how we market our brand.” Stick around for limited credits after the jump.
Client – PUMA
Creative Agency – JWT
Production Company – Supply & Demand
Director – Gerard De Thame
Director of Photography – Mauro Fiore
Editorial Company – Final Cut
Animation/Finishing House – The Mill
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