Puma Print Advert By Euro RSCG: Escape your genetics, 1

Agency Network:

Euro RSCG

Published/Aired:

October 2009

Posted:

December 18, 2009

Also From This Campaign 2

Puma: Escape your genetics, 2

See Full Campaign

Tags

Print Chile Fashion Puma Euro RSCG

Description

Print advertisement created by Euro RSCG, Chile for Puma, within the category: Fashion.

Caption

Genes: you can`t hide but you can run.

Credits

Advertising Agency: Euro RSCG Santiago, Chile

Creative Director: Rodrigo Bravo

Art Director: Sergio "Chino" Andrade

Copywriter: Tom Tondreau

Illustrator: Carola Angulo

Other additional credits: Baby Jesus

Dec 19, 2009 - 3:48

This one is little confusing. Why would she hand over the hotdog?

morse

Activity Score 18087

Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Dec 19, 2009 - 10:34

it's a baton pass. track and field.

amchamas

Activity Score 92

Art Director

Dec 19, 2009 - 12:58

But why they took the genes as a creative root concept?! It is a very well known fact that most teenage tend to be active and like sports and outdoor activities while parents are much slower and conservative driven lifestyle; I really don't see the connection in this campaign when it refers to genes.
As for the art direction, the mom is almost reaching her son; hence, she has a very high fitness as per this visual, which contradict the message I guess!

F.Abboud

Activity Score 218

Planner

Dec 20, 2009 - 9:52

I agree. It does.

The art direction makes it contradictory. Looks like the mom is easily passing the baton and not struggling to do it. Maybe the perspective of the illustration is a bit confusing.

Guto Araki

Activity Score 158

Creative Director at fluor / Ponto de Criação