MAN CITY x PUMA | Official Launch Film | THIS IS OUR CITY! - Ad Analysis

In the hyper-competitive world of football kit sponsorships, simply revealing a new jersey is no longer enough. Puma's launch film for its partnership with Manchester City, 'This is Our City,' understands this implicitly. The ad's success lies in its strategic decision to sell not just a product, but an identity. It sidesteps the generic tropes of athletic perfection and instead grounds itself in the messy, passionate, and multifaceted culture of Manchester itself. The core insight is that a football club's identity is forged as much in the bedrooms of gamers and the music of local artists as it is on the pitch at the Etihad Stadium. [2]

The execution follows a classic montage structure, but it's infused with the frantic energy of a social media feed. Using the YouTube ABCD framework, the film works well for a digital-first audience. It Attracts immediately with a relatable fan and a quick succession of high-energy scenes—there is no slow build-up. It Brands constantly but organically; the Puma and City logos are on the apparel that is central to every scene. The real strength is in how it Connects. The film builds a bridge between the elite world of players like Sergio Agüero and the everyday fan by showing both engaged in the same activity: gaming. It further deepens this connection by making a local grime artist, Bugzy Malone, the story's anchor, linking the club to Manchester's vibrant music scene. [1, 7] This isn't just a team for the world; it's a team of the city. The Direction is implicit. The product is the hero, and the desire is built by showing it as a badge of inclusion in this exciting cultural world. The final, humorous scene with Pep Guardiola provides a shareable moment that extends the ad's life online. [2]

The debrief for the team is clear: authenticity sells. In a globalized football market, grounding a campaign in specific, local culture creates a powerful point of difference. Puma didn't just borrow Manchester's culture; they collaborated with it by featuring one of its modern voices. This approach builds more than just launch-day hype; it lays the foundation for a partnership that feels earned and respected by the fans who matter most. While the ad could have benefited from a moment of quiet emotionality to let the pride sink in, its high-octane celebration was a strategically sound choice for kicking off a new era.