PUMA "After Hours Athlete" Commercial #5

PUMA “After Hours Athlete” 

http://www.youtube.com/watch?v=Ua4pzSZIjyg&feature=fvst

Remember when I said that I thought that Nike’s “Write the Future” campaign had everything you needed for a commercial, I was wrong. PUMA’s “After Hours Athlete” just blew me away; clearly, it won the Grand Prix for Film Craft. The underlying message of this commercial is that we are all athletes in someway. It applies to every single person in the world, and gives reasoning to celebrate even the common man or woman. 

The commercial begins with a still shot of an ordinary house during dusk and a man closing up a shop. A light flickers on, proving that it is after hours, and slow, inspirational background music begins to play. Suddenly, a voice over describing ordinary, every day routines as something amazing. The voice is very calm, yet very confident, allowing the viewer to believe every word he says. The commercial continues with a montage of clips of different activities that ordinary people participate in at night such as bowling, playing pool, and playing darts. One immediately relates to the characters. Although these are simple occurrences, the voice over explains that each activity is just as important as the performances of famous athletes. He reiterates that even running to catch a cab home is an amazing physical performance. The last clip shows a teenage boy with his girlfriend walking home. He shoots a beer bottle into a moving dumpster, and misses; “these are the champions” are the final humorous words. 

This commercial is only three minutes long, yet it hold so much power. From the first second it begins, the viewer relates to the lifestyle. He or she feels as though that life is theirs. Once the viewer is connected, the script of the voice over persuades and guides the viewer to believe that everyone is special. After feeling connected and inspired, the viewer feels proud. The emotions tagged with the commercial prove how effective PUMA’s campaign is. The idea of “After Hours Athlete” stays with the viewer, and leaves him of her with a contented feeling.