Puma: Escape your genetics, 1
Genes: you can`t hide but you can run.
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
Published: October 2009
6 Comments
This one is little confusing. Why would she hand over the hotdog?
What hath God wrought
it's a baton pass. track and field.
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!
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.
Nice artwork
Alexander Bickov - Freelance web designer | Twitter | Facebook | Creative ideas
I don´t like this one. Copy is forced. Message is confusing.