I've Recently been looking at Richard fosters commercial work his images are of clean retouched materials shot in the studio under perfectly controlled lighting. He has shot for John Lewis, Gucci, jaguar, Panasonic, nokia, diet coke and many more well established brands. On his commission for puma he has used digital technology to create this creative effect of rally cars racing along puma products, so for example one of the images shows a ford focus rally car driving across a ruff surface which happens to be the bottom of a puma trainer. Im guessing both objects were shot in the studio with low-key lighting that’s given a kind of dramatized effect. It has a very clean/crispy quality to it and I can see exactly how it can be very eye catching to the public. You first see the car then you realise he is driving on the shoe and begin to think what is the message behind it. You cant see the whole of the shoe so you start guessing what it might be whether it be a running shoe or hiking trainer. Pumas target audience is quite diverse they can be seen as a sports provider but at the same time they have shops placed among other designer brands making them involved with contemporary fashion.
In the late 1970s puma released a football boot advertisement showing six famous footballers in stop action, at the time each image is shot in portrait on colour film and has been put together on a poster titled puma superstars. Their market strategy must have been to get into the publics head even the best footballers wear puma products making people want to buy them. I found these two promotional campaigns to be a perfect example of how much advertising has really changed over time.
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