Puma uses digital panels in latest ad campaign

by Robin Parker, Media Week 05-Apr-07, 11:00

LONDON - Sportswear brand Puma is to use digital escalator panels for the first time in its latest outdoor advertising campaign, which breaks next week.

The company is using panels at London Underground stations Tottenham Court Road, Euston, Charing Cross and Paddington for the campaign, which lasts for two weeks.

Creative agency Grand Visual has devised two 10-second creative spots to run across multiple panels along the length of the stations' escalators.

Commuters on the up escalator will see a group of young people clad in Puma clothing running up virtual stairs and meeting at a party.

People travelling down to the tube platform will see people partying on two separate cliff tops who jump off and meet in the middle and form a new island.

The content is taken from Puma's TV ads and form part of a broader outdoor campaign planned by Zenith OptiMedia.

Previous advertisers to have used the new format include Sony and The Independent.