An adrenaline-fuelled spot, called ‘Lock In. Drive Team Crazy’, spearheads Puma’s launch campaign for the new Future Z football boot.
Fronted by athlete endorser Neymar Jr, the PSG striker dazzles viewers, fans and on-screen opponents with his skills, tricks, flicks and fantastic footwork to drive home the boots’ positioning as footwear for dynamic and creative playmakers.
Frenzied and crazy, the 99-second spot, created with French sport and entertainment agency Lafourmi, runs primarily on digital platforms and social channels led by both brand and player owned online properties.
The hero video is supported by a suite of social content pieces including a pre-launch, interview-style and to-camera teaser spot with Puma’s Florian Nemetz in December 2020 focused on product benefits and design features and Neymar still images (in which the player wears his Puma ‘NJ’ signature shirt range).
It blends real footage with CGI and graphics blending cartoons and social media symbols and the madcap action is set to a Divine Music score by rapper Tracy De Sá.
The spot, which debuted on 11 January, welcomes viewers (mainly targeting Gen Z) to the ‘craZy world of FUTURE Z’.
Comment:
This is the Brazil forward’s first major campaign for Puma since he penned a new partnership with the sportswear brand back in September 2020.
Links:
Puma
Lafourmi
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