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

October 2009


morse's picture
17183 pencils

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

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

amchamas's picture
92 pencils

it's a baton pass. track and field.

F.Abboud's picture
218 pencils

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!

Guto Araki's picture
Guto Araki
158 pencils

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.

silvi's picture
4172 pencils

I don´t like this one. Copy is forced. Message is confusing.

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