Ad of the Day: Puma encourages everyone to be ‘fearless’ in Fifa World Cup film
Puma has unveiled its Fifa World Cup campaign with a three-minute film dedicated to those who are ‘fearless.’
The film features FOTs (Football Obsessed Teens) and the ‘Puma Fam,’ which includes top footballers such as Neymar Jr, Antoine Griezmann and Memphis Depay, plus younger players including Nikita Parris, Christian Pulisic and Romeo Beckham.
The ad is a combination of sports, fashion, music and youth culture, and begins on a bus where one of the youngsters mentions Neymar Jr’s ‘fearless’ state of mind during play. This word resonates with the friends and comes to life throughout the film.
As the ad continues, the characters challenge each other to embody the sentiment on and off the pitch. Sometimes that’s having a football career while being a mother, standing up to older kids during a game or even daring to change the music at a busy party. By repeating the word like a mantra throughout the film, the characters make ‘fearless’ exist within everyone, in all situations.
Credits
Brand: Puma Global
Brand management: Clément Lacour, Shanon Zuern and Abigail Rogers
Agency: LaFourmi
Agency management: Thibaut Cornet and 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 and art buying: Barbara Vaira
Agency director of communication: Marion Weill-Collange
Production: Hamlet
Director: Julien&Quentin
Producers: Clément Martorell and Yannis Cullaz
Directors of production: Ondine Dupont and Timothée Salze-Lozac’h
Production coordinator: Ella Guionneau
Director of photography: Antoine Cormier
Set designer: Silke de Rycke and Johanne Carpentier
Wardrobe: Lisa Lapuw
Post-producer: Thomas Floch
Head of montage: Marie-Réglisse Monsimier
Étalonnage: Nicolas Gauthier
Visual effects: Orage
Executive production: Falca
Composer: Quentin Garabedian
Sound design: Quentin Garabedian and Antoine Cebere
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