Sportswear brand Puma has teamed up with singer-songwriter Paolo Nutini for a new global television advertising campaign. It marks the first major deal involving Warner Music UK’s (WMUK) newly created Brand Partnerships division. The Scottish star will feature in the new 30-second ‘Sportslifestyle’ campaign singing the track New Shoes from his album These Streets.
Launching in April, the six month campaign created by agency Late Night & Weekends will kick off in the US and Japan, before rolling out in Europe and the rest of Asia. It is to be supported by a multimillion pound ad spend across TV, radio, mobile and online, as well as throughout Puma concept stores.
A short making of documentary, live appearances by Nutini and in-store promotion are also planned. WMUK worked with Nutini’s management company Morsecode to co-ordinate the project with Atlantic UK, Warner Music International’s Synch and Licensing division, as well as Warner/Chappell Music, which administer the rights to New Shoes.
Antonio Bertone, chief marketing officer for Puma, said, “Puma enjoys creating campaigns that express movement, athleticism, innovation and energy. The new Sportlifestyle campaign with Paolo goes above and beyond that concept by introducing his sound, style and personality to the mix. Paolo helps bring the brand to life with his music and is a great representation for Puma.”
Sidebar: I just love this concept since I have always loved PUMAS, if you have not noticed a picture of my PUMA shoes on this page. But a combination of Paolo Nutini and PUMA is a marketing extravaganza, which spells S-U-C-C-E-S-S in my humble opinion. And of all people that could be chosen to do this, Paolo is the perfect man for it. Not only did his "New Shoes" video show him flinging his PUMA shoes around, Paolo is unique, new, fresh and exciting, not to mention, drop dead gorgeous!
I am waiting with bated breath for these ads to show up on my TV, DVR....I'm ready!
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