Puma Social sets out to own the night

PUMA   DROGA5   CAMPAIGN

Global - Puma Social latest series "Better Out Than In" encourages people to turn off reality TV and go out into the night.

Created by Droga5 took, which last year took home Cannes Film Craft Grand Prix awards for its Puma spot "After Hours Athlete", is back and this time taking aim at the reality TV genre. 

The campaign will run globally this year in Brazil, China, Russia, France, Japan and the US culminating at the London Olympics. This summer, Puma will open us the largest Puma Social club, The Puma Yard in East London during the Summer Olympic games.

Audio clips of cheesy dialogue (which might as well have been taken straight from the mouths of Kardashians or Bachelors or Survivors) repeat over and over as we watch late-night revelers scatter into the dark, where they might throw some darts, play bocce, sing karaoke, or dance feverishly.

The short film features apparel, footwear and accessories from the 2012 Puma Social collection. Just as Puma will sponsor professional athletes during this year's Summer Olympic games, Puma Social is aiming to be the sponsor of obscure, bizarre and after-hours games.

Another version of that same ad, titled "Surfing," adds an explanatory voiceover to the mix, but the film's message is already clear — to quote Puma's own tagline, "Do you want to go out and live your life, or stay in and watch others live theirs?".

AdWeek