K Advertising has unveiled a provocative new spot for Puma football
boots, which features a hunk performing a lingering strip-tease,
accompanied by a voiceover from the actress, Patsy Kensit.
The new TV ad, which breaks this week, opens with the words: ‘Men - they
only think about one thing,’ and shows a man peeling off his clothes,
right down to a shot of him taking off his underwear.
Kensit’s voiceover continues to talk about a ‘natural instinct’ which
can become ‘the most uncontrollable passion’ and takes up ‘every minute
of every day’.
Finally, the star of the ad brings out his Puma King football boots, and
the camera then pans out to show that he is actually in a football
locker room. One of his team-mates yells at him: ‘You’re late - get your
The endline, ‘Serious studs’, is seductively voiced by Kensit, who is
well known for her love of football and has dated Premier League players
in the past.
The commercial was written by Paul Domenet, art directed by Kevin Jones
and directed by Jon Greenhalgh at RSA Films. It will run alongside K
Advertising’s other Puma ad, which shows a woman threatening to throw
her lover’s Puma boots out of a window because of his obsession with the
Keith Courtenay, K Advertising’s creative director, said: ‘The Puma
brand is all about the passion of football, and that’s what we have
tried to communicate in the films.’
Puma is strengthening its association with professional football, and
last week the company signed a pounds 15 million sponsorship agreement
with Leeds United.