Puma with international advertising campaign "Welcome to Football

The advertising campaign for the World Cup marks the brand's biggest global campaign to date. The campaign runs in two phases: A "teaser phase" will feature a series of print executions and 5- to 10-second TV spots focusing on the 12 national teams sponsored by Puma and the rampant soccer fever. In addition, a mysterious person is shown delivering a package with unknown contents to some well-known international soccer players. The second phase, the "transformation", will start worldwide on June 8 in 30-, 60- and 90-second TV spots, supported by print and outdoor formats, online media and ambient media. During this phase, the evidence that forms the source of the football fever is presented. At the very end of the spots, it is revealed that the mysterious person is football legend Pelé, who has a very special message to deliver to the football world.