Puma is celebrating natural highs in its new campaign, Go Wild. “We started with the consumer insight that running will give you a rush like nothing else. Which means that no matter how hard it is, you will never regret a run,” says Julie Legrand, senior director of global brand strategy and communications at Puma.

While the campaign’s launch film, directed by Elliott Power, has all the aspirational shots of runners expected of a sports ad, there are details bringing everything back down to Earth with a bit of levity, namely through the choice of music to soundtrack the ad – an edit of Afroman’s Because I Got High.

It feels like a surprisingly brave choice considering the original lyrics are about failing to do simple things because of smoking too much weed.

Alongside the spot, Go Wild will roll out across digital, outdoor, retail, and influencer activations, as well as featuring a content series spotlighting ambassadors’ stories, marking the brand’s biggest marketing investment in its history – up 40% on last year. The campaign will continue in the future with targeted creative focusing on different divisions.

Credits:
Agency: adam&eveDDB
CCOs: Ant Nelson, Mike Sutherland
ECD: Mark Shanley
Creative Directors: Christian Lotz, Christina Rankel
Creative: Fabio Santos
Production Company: Love Song
Director: Elliott Power
Edit: Final Cut
Audio: 750mph
Post-Production Company: Time Based Arts
Music Supervision: Leland