A Tastefully Done American Apparel Ad from Puma

For the first time, Puma has underwear, excuse me, “bodywear,” to sell.
With the help of Droga5, Puma found a way to show it off with a twist.

The PUMA Index is a web and iPhone application that tracks global stocks. As stocks go down, PUMA Index models shed layers of clothing, undressing all the way down to their PUMA Bodywear…and as stocks go up, the clothing comes back on.
“Think of it as an entertaining antidote to Wall Street woes. So now if you lose shirt, at least our models do too,” says Kristina Fields, Puma’s Director of Marketing Communications.
I don’t see the connection between stock prices and pretty bodies in Puma, but that’s not necessarily a problem in this context.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.