17/12/24

1. Turning Slips into Highlights

Puma turned Marc Cucurella’s matchday mishap into a moment of marketing brilliance. After the widely shared incident where Cucurella slipped twice and binned his boots mid-game, Puma responded with a clever campaign. Featuring a ‘wet floor’ sign and the tagline “slips into highlights,” they embraced the narrative with humour and quick thinking.

This reactive content capitalised on a real-life moment, showcasing Puma’s ability to blend wit with product promotion. By flipping the story and highlighting their footwear’s superior grip, they turned a slip into an opportunity to connect with football fans. Though slightly delayed, the campaign remains a strong example of how brands can lean into unexpected events to create engaging, culturally relevant content.

2. Anticipation in the Air

Navy Athletics captured pregame excitement with the USNA parachute team’s dramatic entrance into the Navy Football stadium. The content’s standout feature is its dynamic editing, seamlessly cutting between the parachute team’s descent and the buzzing crowd below. This interplay builds anticipation and creates a sense of shared energy between the two thrilling moments.

The unexpected combination of parachuting and football offers a fresh perspective, instantly engaging viewers. By showcasing multiple angles and viewpoints, the editing style draws audiences into the experience, making it feel immersive and exciting. Navy Athletics proves that with the right pacing and visuals, even a short clip can deliver powerful storytelling and hold fans’ attention from start to finish.

3. AI-Powered Creativity

Manchester City and Puma have revolutionised fan engagement with their AI-powered kit designer, allowing supporters to create the club’s 2026/27 third kit using simple word prompts. This campaign merges cutting-edge technology with fan creativity, offering a new way to connect supporters to the club’s future.

Visually, the campaign shines, with its clean, futuristic graphics and Puma’s signature font, reflecting the sophistication of the AI tool. By inviting fans to “create history with us,” Manchester City sets a new standard for collaborative innovation in sport. The concept not only highlights evolving technology but also emphasises the club’s commitment to bringing fans closer to the team, making them a part of its legacy.

4. Powered by the Spin

Dunlop’s launch of their new tennis racquet delivers a visually stunning campaign centred around the theme of “spin.” The ‘first look’ on Instagram features subtle motion graphics of spinning stars, perfectly complementing the racquet’s focus on spin performance. This understated visual adds sophistication while staying thematically relevant to the product.

The high-end production value elevates the campaign, giving it a premium feel that aligns with Dunlop’s reputation. Following weeks of teaser content, this reveal maintains momentum, showcasing Dunlop’s editorial precision and attention to detail. By embracing motion in a clean and impactful way, the campaign successfully captures the racquet’s unique selling point while engaging tennis enthusiasts with its sleek, dynamic presentation.

5. Humour Beyond the Track

Formula 1 delivers a playful and engaging end-of-season recap, pairing their iconic race radio snippets with amusing hand-drawn animations. By taking these soundbites out of their motorsport context, F1 creates light-hearted, relatable content that resonates with both die-hard fans and casual viewers.

The comedic approach adds a fresh twist to the usual season reviews, making it entertaining while demystifying the sport for newcomers. The simplicity of the animations enhances the humour, turning radio commentary into visual punchlines. This content is a testament to F1’s ability to keep fans entertained even in the off-season, combining creativity and humour to celebrate the sport in a fun, accessible way.