Is This Real Life?

The answer is no.

I really liked the Puma After Hours Nightlife stuff. It was something that I felt Puma could own. I particularly liked the tone of it. It felt unpretentious and real and something I could relate to.

The new work doesn't feel like that at all.



The new work feels like the agency "building" on an idea.

Why the fuck are they singing? What the fuck are they singing about? You're an athlete?! Before you were just a normal person like me. Show it don't say it dude, and especially don't fucking sing it.

Why does this look and feel like a gritty Hugo Boss commercial with "interesting ad-style" people in streetwear doing cliche things? When the fuck did an entire bowling alley of cool kids come together to celebrate my gutter ball? No. This is not my life anymore.

The whole concept is suddenly not real. I've become aware you're trying harder than you normally do to be authentic. In doing so you over-created something completely the opposite.

Shame.