Women’s Wear Daily
04.19.2014
fashion-memopad
fashion-memopad

Memo Pad: Puma's Revealing Video Campaign... Hearst Moves...

Should the financial markets take another plunge, Puma is offering market watchers a silver lining: the nearly bare flesh of nubile models.

fashion-memopad/news
An image from the digital video campaign for Puma

HOPING FOR A DOWN MARKET?: Should the financial markets take another plunge, Puma is offering market watchers a silver lining: the nearly bare flesh of nubile models. In the Puma Index, a digital video campaign for Puma’s new bodywear lines, models wriggle out of their clothes when the market dips, and layer on the outerwear when it improves. (When the markets are closed, the models sleep.)

The campaign was created by Droga5, whose chief executive officer, Andrew Essex, had a long career editing at magazines such as Details and Absolute before jumping the fence to digital advertising. The campaign launched first as an iPhone app and then as a Web site, index.puma.com, and also ran exclusively on The Huffington Post on Tuesday. Downloading the iPhone app also yields a 20 percent discount at Puma stores.

The men’s bodywear line launched this month, and women’s hits in the spring, but for now, the intended demographic is evident from the fact that the videos feature three female models and just one male model. “It reflects a certain demographic reality of the trading floor,” said Essex.

— I.C.

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