Puma: Hardchorus

Credits & Description:

Advertiser/Client: PUMA
Product/Service: LOVE = FOOTBALL CAMPAIGN
Entrant Company: DROGA5 New York, USA
Advertising Agency: DROGA5 New York, USA
Executive Creative Director: Ted Royer/Duncan Marshall
Creative Director: Neil Heymann
Copywriter: Erik Hogfeldt
Agency Producer: Dana May/Andrew Allen
Production Company: KNUCKLEHEAD London, UNITED KINGDOM
Director: Ben Gregor
Producer: Ben Mann
Editor: Alaster Jordan, The Whitehouse
Sound Design/Arrangement: Envy
Music: Artist/Title: Red Rhythm/Savage Garden "Truly/Madly/Deeply"
Art Director: Petter Hernmarck
Post Production: The Mill
Other Credits: Creative Chairman: David Droga; Head Of Integrated Production: Sally-Ann Dale; Designer: Jon Donaghy; Digital Production Company: Lolz LLC

Brief Explanation:
We open on a small group of hardcore soccer fans, also known as hooligans, standing in a classic British pub. Suddenly, one of them starts singing the first words of “Truly, Madly, Deeply” by Savage Garden. Another hooligan joins in, and as the camera pulls out, we see that the whole pub is packed with hooligans. They all sing together with the power of an entire stadium of fans during a soccer game, turning the cheesy love song into something big, beautiful and romantic. After the last chorus, a super appears: “It’s match day. It’s Valentine’s Day. Let your better half know how you feel. Dedicate and send this song at pumahardchorus.com”. Followed by Puma’s “Love = football” next to the Puma logo.