It’s not what you say, it’s how much space you leave.

15 Mar

It doesn’t get much better, cleaner, smarter than the Puma Social: After Hours Athlete campaign. Full credit to the experiential layer, which really explodes the TV out a few dimensions, but the TV is about as close to a work of art as an advertising film gets.

This is the latest installment, which is just as haunting as the original. It might even work better, for the exclusion of any real advertising copy. It all feels so sparse. It’s an eerie feeling for the viewer to rely on cognitive function to make a brand connection in advertising.


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