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Syrup unveils 'Love = Football' campaign
Feb '10
Syrup, the global advertising agency for PUMA Teamsport, unveils its global “Love = Football” campaign around the world.

As a PUMA player for most of his active career, Pele's last three words as a professional footballer captured the spirit of his approach to the game. In front of 75,000 fans in New York, he said “Love, Love, Love,” and then walked off the pitch to a standing ovation. Pele's example of pure love for football is the inspiration for PUMA's “Love = Football” campaign from Syrup.

Based on the premise that love and football have so much in common they are virtually interchangeable in cultures around the world; the “Love = Football” campaign is already being displayed in outdoor, digital and guerrilla work throughout Europe, Asia and Africa. The work will continue to roll out leading up to the FIFA World Cup in South Africa. The television component for the campaign is slated to break on the fifteenth of March.

“It rings true whether you're a player or a fan, no matter how old or how young. Whether you call it football, soccer, calcio, futebol or fotboll, the “Love = Football” campaign is universal,” explains Jakob Daschek, Chief Creative Officer of Syrup.

Extensions of the campaign include the redesign of, a website feature for the African Cup of Nations and most recently a short film entitled “Of The Same Earth” about African unity featuring Samuel Eto'o, Emmanuel Eboué, John Mensah and celebrated contemporary artist Kehinde Wiley.

“The Love = Football campaign struck a chord for a PUMA," said Antonio Bertone, Chief Marketing Officer for PUMA. "Simple and poignant, the tagline goes to the heart of this world-wide phenomenon that is football. Football is one of the most powerful and universal human pursuits. We feel it and live it as a brand, having played in the global football arena for decades."

As possibly the world's first wordless tagline, the campaign aims to transcend cultural and language barriers, just like love and football. “Love = Football” is also being applied to each of the PUMA Teamsport campaigns with unique iterations for Rugby, Cricket and Handball and for markets around the world.

“We never set out to make ads about football. There's something very pure about PUMA's place in the game and we wanted to celebrate this in a way that elevates the sport to the level of the most raw of human emotions.” explains Rob Holzer, CEO of Syrup.


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