NEWS: Puma chooses illustration for press push

Puma is launching its first consumer press campaign for a decade to take advantage of the increasingly fashion-conscious sports shoe market.

Puma is launching its first consumer press campaign for a decade to take

advantage of the increasingly fashion-conscious sports shoe market.



The series of six ads, created by K Advertising, aims to stand out from

the competition by using illustrations rather than the more typical

photography.



The first execution shows a trail of shoe imprints on the road which

spell out: ‘Keep going. You’ll make it. Keep going...’ stretching into

the distance. The copyline underneath reads: ‘Puma Trinomic - with added

support.’



The second ad shows rocky terrain covered by a trail of footprints and

the headline: ‘Padded cells for well-balanced people.’ This highlights

the Trinomic system of cell technology in Puma soles that ensures

cushioning over uneven surfaces.



The campaign will run between April and September in men’s style and

general-interest magazines, including GQ, Arena, Loaded and Esquire. Ads

will also appear in the specialist press.



The campaign was written by the K Advertising copywriter, Paul Domenet,

and the art director, Kevin Jones. The illustrator was Garry West.



The consumer magazine campaign follows on from last year’s television

ads, that included ‘passion’, which showed a young woman arguing with

her boyfriend over his football obsession. ‘Passion’ is set to run

nationally again later in the year.



Hamish Pringle, K Advertising’s chairman and chief executive, said: ‘It

made sense for Puma to make a move into the booming men’s style press at

this stage because the overall sports shoe market is becoming

increasingly fashionable. Puma’s new work stands out as original and

eye-catching in a crowded pack.’



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