Hunks and sex appeal are the ingredients for Puma’s latest ad.
Tony Jarvis was glued to the telly last week - for the all-important
Newcastle United versus Nottingham Forest game. Jarvis, the sales and
marketing director of Puma, is an avid Forest fan. But that wasn’t the
reason for his rapt attention.
Wednesday night was also the debut of the latest ad for Puma King
football boots - a raunchy little number called ‘man’ by K Advertising
that aims to communicate the passion of football.
The ad features a hunk performing a strip-tease accompanied by a
voiceover from the actress, Patsy Kensit. ‘Men,’ Kensit purrs. ‘They
only think about one thing.’ Hunk then peels off his clothes until -
gyrating his hips - he removes his underpants. ‘When the passion is upon
them, every sensible man knows what he must wear,’ Kensit continues. The
hunk reaches into his bag - and pulls out not a condom as expected, but
a pair of football boots.
All well and good. But the ad, which ends with hunk preening in a camp
manner in front of his team mates, is more Chippendales than Vinnie
Jones. Won’t it appeal more to women and gay men than the tough lads on
‘We want to get people talking about Puma,’ Jarvis says. Worried they’ll
be the wrong people, Tony? ‘Not at all,’ he says firmly. ‘The commercial
is for sports fans who are into soccer. If women like the ad it’s a
‘Man’ will not be broadcast on the terrestrial channels. Earlier this
year, Jarvis took the controversial step of putting his entire pounds
1.3 million media budget on to Sky. ‘It means we can get really good
coverage, appealing directly to football fans and be on air for a solid
23 weeks,’ he explains.
Before joining Puma five years ago, Jarvis worked at Burton and before
that at Pretty Polly, where he stayed for nine years. He’s coy about his
personal achievements and says he was never that great at football. But,
after a little pressure, he comes clean. He was once quite good at
hockey and played for Bath University, where he studied for his degree.
His pursuits are a little more leisurely now. ‘I like to play a spot of
golf,’ he says.