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Posts Tagged ‘Usain Bolt’

DigitasLBi Offers ‘Faster Delivery’ for Puma

DigitasLBi taps Usain Bolt in a new online ad called “Faster Delivery.”

In the 60-second spot, Bolt is given the task of delivering a pair of Pumas. Before the man handing off the sneakers can even give him the name and address, the world’s fastest man is off, speeding through the streets toward his destination. Twelve minutes later, he arrives and the surprised recipient requests a selfie. Part of the “Forever Faster” campaign, the spot is being promoted through social media by both Puma and Bolt himself. It’s a simple idea, but kind of a fun one, and Puma is banking on fans of Bolt and the brand sharing it.

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JWT Launches ‘Forever Faster’ for Puma

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. Read more

The Best Ad-Related Videos of the Week

Sayonara, summa. Fall is upon us, though it’s still hot like a whale’s vagina up in this beast. Luckily, Friday’s videos are here to rescue you from the next 15 minutes. Before you go further, know that after the jump is an NSFW breast cancer awareness ad that just debuted. It was made at the behest of the Scottish government, so you can rest assured it will be dreary and unsexy, and therefore not worth getting in trouble for. And hell, if a group of bibliophiles can take NY by storm by reading outside topless (search “The Outdoor Co-ed Topless Pulp Fiction Appreciation Society for more on that crowd), you can get out of trouble for watching a breast cancer awareness clip. Proceed with reckless abandon.

5. Membranes. They’re insane! To demonstrate the insanity a group of sciencers somehow plugged Cypres Hill’s ‘Insane in the Membrane’ into the membrane of a squid. The result was, well, nuts. Watch as the membrane reacts to the music. This one gives the iTunes visualizer a run for its money. Nothing is new, people. Nothing.

4. DARPA is funding some interesting projects these days, like building an analog computer that will work something like a human brain – they hope. Also in the works is a project to build robots that run. There’s no better animal to replicate than the cheetah, then, which is exactly what this video shows – a robo-tah breaking the current robot land speed record at 29 mph. That’s faster than Usain Bolt!

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Droga5 Now De Facto AOR for Puma

A little over three years after joining forces with Puma, Droga5 has added more business from the brand in the form of its Teamsport unit, thus now making the agency the global AOR for the entire account. The appointment of Droga to Teamsport marks the end of Puma’s relationship on this account with Syrup (example of work here), which handled responsibilities for Teamsport strategy, creative direction and campaigns since the beginning of 2009.

Just don’t expect anything immediate from Droga5 for this specific new business, though, as Teamsport work from the agency isn’t expected to debut until the first quarter of 2013. In the meantime, the Drogas will be rolling out 2012 Olympics work beginning next month and starring Usain Bolt. Regarding the decision, Puma CMO Antonio Bertone says in a statement that it was time to “consolidate” brand efforts with “one strategic partner” as the brand looks beyond to the 2014 World Cup and even the 2016 Olympics.

We’ve been told that there was no review for Teamsport.