The campaign is about 173, the weight of PUMA LIFT, the lightest sneaker in the world. The length of each of these commercials is exactly 173 tenths of a second (In Brazil the commercials have standard lengths of 5, 10, 15 or 30 seconds).
The commercials are presented by Marcos Mion, an MTV show host. In a few boards he resumes Rock and Roll in 173 grams, Hollywood in 173 grams and Woman in 173 grams. It’s all about doing more with less, like the best sneaker in 173 grams.
Advertising Agency (Name, City, Country): Neogama/BBH, São Paulo, Brazil Agency website: http://www.neogamabbh.com.br Creative Directors: Márcio Ribas e Wilson Mateos Copywriter: Laura Esteves Art Director: Paulo Lemos Account Manager: Luiz Tosi, Diego Passos e Thiago Gueler Media: Alexandre Ugadin, Guilherme Silva e Tamara Cortez Production: MTV

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.