Paolo Nutini lends his New Shoes to Puma ad

LONDON - Scottish pop star Paolo Nutini is lending his hit tune 'New Shoes' to a new global ad campaign for German sportswear brand Puma in a deal put together by his music label Warner.

The six-month ad push for the Puma Sport Lifestyle brand launches in April, starting in the US and Japan. It will then come to Europe and the rest of Asia.

The campaign includes TV, radio, mobile and online, as well as point of sale in Puma stores.

The ad shows dancers dressed in Puma clothing dancing to the tune. It was created by the agency Late Night & Weekends.

Nutini's record label Warner Music recently set up a division called Brand Partnerships to drive revenue from its artists beyond traditional record sales by licensing tracks to third parties. It is the first deal that the division has done, and came about after it pitched the idea to Puma, alongside the Warner/Chappell synchronisation division.

John Reid, president of Warner Music Europe, said: "The combination of Puma's marketing expertise and brand cachet with Paolo's singular abilities as a performer and songwriter is a very powerful proposition and one that invites many joint promotional opportunities."

Nutini is presently working on the follow-up album to 'These Streets', on which 'New Shoes' appears. The ad campaign is seen as a way of keeping his profile up while he is out of the public eye.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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