The ad is adapted to the target audience of the magazine it was in. It speaks to young hip parents and shows the PUMA logo itself being a parent, to the new V Series, the new breed.

The communication goal was to launch a new shoe for PUMA.

The goal with the whole launch of the V Series was to increase sales by 30%, a brave aim. That ambition was surpassed, and the ad featured here was met with a lot of approval from the readers of the magazine.

The media was a magazine, MAMA, directed to young hip parents. The message is a brand new shoe from PUMA. Newborn if you will. The ad shows the Puma in the PUMA logo breastfeeding her latest shoe. The new V Series are her babies, i.e. the new breed.

PUMA is always a bit special, and plays in its own arena. If it can be anyone, it can’t be PUMA. The ad was created to appear in a specific magazine, MAMA, with a target audience of young, hip mothers. If you’re going to launch a shoe towards them, you do it in a language they understand.