Striding Into the Future

Gyro Creates Next Generation Puma Ads marking the sneaker maker's first spots in 10 years.

The campaign, now breaking, was created by Gyro Worldwide in Philadelphia working with directors Jonathan Dayton and Valerie Faris, creators of numerous MTV music videos for bands like R.E.M. and Smashing Pumpkins.

The commercials incorporate futuristic footage about the laboratory creation of Puma's foamless mid-sole CELL technology, interspersed with a campy chase scene that uses George Lucas-style imagery.

Sequences filmed at the monolithic, scrubbed white buildings of the Rockwell Defense Center in Seal Beach, Calif., heighten the futuristic feel.

For now, the TV ads are running exclusively on MTV, targeting young footwear buyers.

A companion print campaign has broken in youth-oriented magazines such as Details, Spin and Ray Gun, as well as in niche books like Runner's World. The client is handling ad placement in-house.

Billings were estimated to be in the low seven figures.

The spots now airing showcase Puma's running shoes; executions featuring cross-training and soccer shoes will break sometime next year, said Herb Elliott, Puma's president.

After some months of flux, Gyro was tapped for the creative assignment in September because, as Elliot explained, "they're very expert in reaching the 14- to 18-year-olds."

Founded in 1990 by president and creative director Steve Grasse, Gyro positions itself as an ultra-hip creative resource capable of reaching a generation of American consumers who refuse to be easy demographic targets and who do not respond to traditional marketing messages. The shop employs about 30 staffers.

"Their work is cool, hip, a bit edgy . . . but retains the performance message," Elliot added.

Gyro also does promotional work for MTV; that connection led to the hiring of video producers Dayton and Faris for the Puma campaign.

The Puma account has bounced around this year, moving to Gyro in September after just six months with Earle Palmer Brown in Philadelphia handling the business.

Prior to that, the business was handled for several years by Partners & Simons in Boston, which resigned the account after learning Puma had started a review without its knowledge.

The campaign comes on the heels of a new alliance between film company Monarchy/Regency Enterprises and Puma AG, the Herzogenaurach, Germany-based parent of Puma North America.

It is widely believed that the deal will lead to co-marketing ventures for Puma involving future Monarchy/Regency releases. The company's well-known films include Free Willy and JFK.