The provocative undertones of Ogilvy's Puma Love Run campaign aren't hard to pick up on, but that is undoubtedly what lead to the campaign being as successful as it was.
Meant to advertise Puma's Valentine's weekend event in Australia, the 'Puma Love Run' campaign combined a sexualized print and video message in order to get people talking. The commercial itself was especially explicit, particularly as the entire clip is punctuated with heavy breathing that is not, as the commercial reveals, the result of running.
Steamy Sportswear Campaigns
The Puma Love Run Campaign Was a Daring Dash of a Marketing
Trend Themes
1. Provocative Marketing - With the success of Puma's Love Run campaign, there is an opportunity for brands to explore sexualized and daring advertising to generate buzz and get people talking.
2. Event-based Advertising - Puma's Love Run campaign demonstrated the potential of creating marketing campaigns around specific events or holidays to drive engagement and increase brand awareness.
3. Explicit Content - The use of explicit content, such as heavy breathing in Puma's Love Run commercial, can be a disruptive innovation opportunity for brands looking to push boundaries and create memorable advertising experiences.
Industry Implications
1. Sportswear - The sportswear industry can leverage provocative marketing and event-based advertising to promote new product launches or build excitement around limited-time offers.
2. Marketing and Advertising - Marketing and advertising agencies can explore the use of explicit content and daring campaigns to help brands create a strong impact and generate viral buzz.
3. Media and Entertainment - The media and entertainment industry can study the success of Puma's Love Run campaign as a blueprint for creating edgy and attention-grabbing content to capture audience attention.