"Fearless Generation"

10 October 2022

3 mins

Nothing to fear.

Puma enlist Christian Pulisic, Kingsley Coman, Fridolina Rolfö,, et al. for their World Cup commercial, as the brand hype up Generation Fearless—players and fans who exude confidence wherever they go. If they hear a story that plays too safe, they'll chuck in a back heel or a stadium-sized Neymar for good measure.

It's the attitude that inspires the smallest man on the pitch to grab the ball, look everyone in the eye, and say, "I'm the one who kicks the penalties round here". Or change the music at a a party and be inspired to make your own grime anthem.

A ballsy, personality-driven script like this needed a punchy execution and directors Julien & Quentin have delivered. Furthermore, it may give Chelsea and USA winger Pulisic an overdue kick up the jacksy before Qatar.

France

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