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By Amy Houston, Senior Reporter

October 10, 2022 | 3 min read

Puma has unveiled its Fifa World Cup campaign with a three-minute film dedicated to those who are ‘fearless.’

The film features FOTs (Football Obsessed Teens) and the ‘Puma Fam,’ which includes top footballers such as Neymar Jr, Antoine Griezmann and Memphis Depay, plus younger players including Nikita Parris, Christian Pulisic and Romeo Beckham.

The ad is a combination of sports, fashion, music and youth culture, and begins on a bus where one of the youngsters mentions Neymar Jr’s ‘fearless’ state of mind during play. This word resonates with the friends and comes to life throughout the film.

As the ad continues, the characters challenge each other to embody the sentiment on and off the pitch. Sometimes that’s having a football career while being a mother, standing up to older kids during a game or even daring to change the music at a busy party. By repeating the word like a mantra throughout the film, the characters make ‘fearless’ exist within everyone, in all situations.

Credits

Brand: Puma Global

Brand management: Clément Lacour, Shanon Zuern and Abigail Rogers

Agency: LaFourmi

Agency management: Thibaut Cornet and Céline Jobert

Creative director: Clément Cimarro

Copywriter: Clément Cimarro

Director of strategy: Jordane Rabute

Account director: Louis Pierre-Adolphe

Account manager: Kevin Antunes

Account executive: Hadrien Stolz

TV production and art buying: Barbara Vaira

Agency director of communication: Marion Weill-Collange

Production: Hamlet

Director: Julien&Quentin

Producers: Clément Martorell and Yannis Cullaz

Directors of production: Ondine Dupont and Timothée Salze-Lozac’h

Production coordinator: Ella Guionneau

Director of photography: Antoine Cormier

Set designer: Silke de Rycke and Johanne Carpentier

Wardrobe: Lisa Lapuw

Post-producer: Thomas Floch

Head of montage: Marie-Réglisse Monsimier

Étalonnage: Nicolas Gauthier

Visual effects: Orage

Executive production: Falca

Composer: Quentin Garabedian

Sound design: Quentin Garabedian and Antoine Cebere

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