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22 January 2020

Beyond belief.

by Andrew MacGregor


Puma: “Be The Spark” - 60s

Puma seem to have taken a leaf out of Joe Goldberg’s book in this 60” commercial fronted by Pep Guardiola. Like a sporting twist on Netflix psycho-drama ‘You’, the ad sees Guardiola hold court in a perspex box while all manner of visual pyrotechnics ensue outside.

The premise is too much for one boom operator to swallow though, and he bravely lets the Manchester City boss know about it. Sometimes, however, ‘In Pep We Trust’ is the best (and safest) course of action.

There’s a hint of self-deprecation to Guardiola’s performance, as he demands total belief in Puma’s Spark Pack boots from both cast and crew. This helps stop the brand from veering too far into self-seriousness.


Film Production: Partizan Ⓟ Ⓦ
Director: Sharif Abdel Mawla
Producer: Karine Takooree
Executive Producer: Khalid Tahhar
Cinematographer: Daan Bukman
Editor: Manuel Coutant

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