I feel sorry for Puma.
They are a decent brand and they make some quality sneakers. I personally own a pair of banana yellow running shoes I’ve owned since college and still have not retired to the bench. However, in recent times they’ve had their metaphorical asses handed to them by Nike and Adidas who, as far as I’m concerned, own the sports shoe industry.
With that in mind Puma have tried to differentiate themselves as the alternative sportswear brand but I simply can not see it working. A snowball has a better chance of becoming the Pope of Hell. You see, for all their marketing research into new areas and careful positioning and market opportunity evaluation they have forgotten something rather important.
This spot is designed to appeal to who people are. Not who they want to be.
Hello? Most people are rubbish at most things but thats not how they see themselves especially when it comes to sport. Everyone secretly believes, in the darkest corner of their mind that if they wanted to they could be as good as Ronaldo, Federer and all the others who are ACTUALLY good at sports. We all need to feel as though we are special, talented, a unique snowflake. Thats why people buy that latest pair of boots. ‘Thats what professionals use’ their subconscious whispers to them, pining over the new Adidas F50’s.
Unfortunately even those who realize their limitations will also go out and buy the Nike T60 Pro Magic Shoot Blasters as well to close the gap on the competition.
You’d have thought they would have figured this out.
It’s a shame because they didn’t really have much choice in terms of image. Their bigger, stronger brothers are such powerful opponents that they didn’t have a chance attacking them head-on. Trying to pinch a piece of the premium athlete brand pie would be tougher than trying to steal a piece of actual pie from a fat guy in a fortress.
It’s too bad really because as an ad it’s entertaining and interesting. The copy comparing Jo Average with athletes is witty and is guaranteed to get a smirk off the bloke down the Hog and Rooster on Friday night. The characters are recognizable and all-in-all the spot presents the brand in a positive light for the future.
I hope it does provides them some success but let’s just say I don’t see them needing a snowball-sized Pope hat anytime soon.