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Usain
Bolt & Elephant Man
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After a meteoric rise in popularity over the past year,
it would seem dancehall reggae is truly “runnin’ things,”
and not just in the clubs and on the airwaves.
To
celebrate their sponsorship of The Jamaican Olympic Association
PUMA and VP Records have partnered to produce PUMA’s first
ever global TV advertising campaign to feature a recording
artist.
The
30-second spot, entitled “Stick, Stick, Stick” and set
to Elephant Man’s track “All Out,” features Ele and Jamaica’s
200-meter junior world champion runner Usain Bolt passing
a relay baton in and out of a Kingston recording studio.
The centerpiece of a multi-million dollar campaign, the
ad is running in the US throughout the month of April
and into early May with heaving rotation during the Olympic
month of August on BET, MTV2, Comedy Central, Cartoon
Network, Fuel and Spike TV. The ad is also showing in
Europe and Asia throughout the year.
To leverage the VP partnership PUMA will also be endorsing
VP Recording artists throughout VP’s 25th anniversary
year, and has already done promotional campaigns with
artists like Ele, T.O.K. and Buju Banton and Wayne Marshall.
In addition to this PUMA will continue to support the
Jamaican community with several grassroots programs.
“We
have been developing this relationship for some time now,”
explains Randy Chin, VP Records’ vice president of marketing.
“And we’re excited to move forward with Puma to create
new opportunities. With VP celebrating its 25th anniversary
this year, we obviously hope to capitalize on the momentum
our label and our music has been generating, and are confident
that we’re in a unique position to do so.”
Stay
tuned for more on Elephant Man, VP Records, and VP’s 25th
Anniversay…
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