Puma: Hardchorus - Love = Football

Puma's new TV spot leading up to the 2010 Soccer World Cup broke two golden rules for the sportswear category: 1) show the sweaty athlete, and 2) portray the sweaty athlete in a battle-like situation.

Puma: Hardchorus - Love = Football

Droga5

SUMMARY

The camera opens on two frightfully tough, toothless men in a crowd of other men. Real soccer Hooligans.

In unison, they begin to sing a surprisingly beautiful and touching love song. Though they are hard, the softness of their voices is moving. It’s Valentine’s Day, after all, and they are on a global stage – the stars in Puma’s new Football campaign leading up to the World Cup.

In a category where there are two golden rules 1) show the sweaty athlete, and 2) portray the sweaty athlete in a battle-like situation,...

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