Puma: Here's To The After Hours Athlete

Puma have recently released an amazing marketing campaign for their lifestyle range: Here's to the After Hours Athlete, aimed at the young adult. The TV and print advertising talks to the demographic it is aiming perfectly from every detail- from the 'bar light' style font down to the language used to communicate to the consumer. Below is the copy used alongside the campaign, it talks about night time activities as sport and brings up the problems that the After Hours Athlete may experience, and Puma is the solution to these problems. It talks directly and in the tone of voice that the consumer would use, with a humorous reference to 'cock blocks'!

'Backspin on a work table under bad light. A kiss of the 8 ball a bank of the 6. Double ball on a single throw, three pints in. Picking up a spare on the final frame. Singing on key, off key and losing keys. Steady hands. Blurry eyes. Bars. Billiards. Basements. Bacon sandwiches with extra hot sauce. Surviving buzzkills, third wheels cock blocks and cabs in the ring. Flashlights drawn by dawn. 

These are the problems of the after hours athlete. 

When last call calls, don't answer. 

The night too is for sport, and they are the champions.'- The After Hour's Athlete copy

The first time I was exposed to this campaign was the print advert shown below. I have to say that although I remembered it (as at the time I was on the look out for any trainer marketing campaigns!), it did not make a huge impact on me. It was after I saw the video advert that really won me over, and suddenly the print campaign was a lot more effective too. I love the darkness and the bar light font, and I think that the symbols of 'After Hours' sporting activities is light hearted! We just wish we had come up with this idea!