So my foray in the advertising critique world begins. Before I go off though, I must say, this something I've always wanted to do. I love the excitement and creativity that embodies advertisements and making them.
You may be wondering what qualifies me as an ad critic... well I have been exposed to what an excellent ad is supposed to look and feel like. From a professional perspective however, I have extensive experience in the Public Relations Industry. Public Relations with its all encompassing nature exposes its personnel to elements of Publicity, Promotions, Public Affairs and by extension Marketing and of course, Advertising. I therefore believe that I can speak with some level of authority on the subject matter...
COMMERCIAL NAME: PUMA FAAS RUNNING SHOES
This ad started airing recently on local television, I guess in support of the fact that the World Championships is now on. It is essentially promoting the PUMA's new line of 'Faas' Running Shoes. With this ad, PUMA touches things that are inherently Jamaican, music and running. This is something that no one, living or dead, can dispute. Jamaica is the home of Bob Marley, Shaggy, The Wailers and of course, Merlene Ottey, Donald Quarrie, Veronica Campbell-Brown and their (PUMA's) biggest brand, Usain Bolt.
What struck me about this commercial first was the talent... Nomaddz! These guys have been together as a group since school days but each is an artiste in his own right. All together they have a fantastically distinct sound!!!! Their signature sound "pu cu pu cucucu pu pu cucucu pu pu cucu" at the start of the commercial is memorable and definitely grabs attention. If you think about it, I bet you've hummed the tune before... lol!
Copy/script: There isn't much talking in the commercial however, the leader's continuous prompt for the band to 'shut it' meaning pick up the pace while singing and playing instruments places emphasis on the main concept of the ad... to prove how fast the running shoes really are and how immensely talented the band is to run with instruments being played and singing simultanenously... hence, the title 'THE WORLD'S FASTEST BAND'. Watch out for them... Nomaddz's stocks are about to increase!!!!
Talent: PUMA is visionary organization. There are no 'wagonists' there. They do not wait until the talent is well-recognized; they invest in ensuring that they do. PUMA's selection of Nomaddz for this advertisement is a testament not only to their talent but to the fact that PUMA operates on vision. PUMA cannot lose with a group that is as driven and determined as Nomaddz, they have lots of ground to cover in the music industry and the launch of their recent live album 'The Trod' proves this. The interjection of the world's fastest man, the one and only Usain St. Leo Bolt is also a plus. Bolt is a winner!
CONCEPT: A+ - great story line, it sums up both PUMA's and the Jamaican athlete's experience. Something all Jamaicans can identify with.
TALENT: A+ - The Nomaddz are a talented bunch of guys. To run and sing "pu cu pu cucucu pu pu cucucu pu pu cucu" is no easy feat. The sound is flawless. And, as I said before the inclusion of Usain Bolt (PUMA's #1 marketing icon) is a plus in any advertisement.
RATING: A+ - This commercial is a true reflection of Jamaica. It showcases all that is Jamaica from the lush countrysides to our natural talents abilities. The use of authentic Jamaican music and musicians to provide a true sense of what is is to be Jamaican.
STC
