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A Puma representative named Pete (I won't post his last name) from Boston phoned me this morning and asked me to take down the image I formerly had posted to my entry entitled "More on that Vodka Ad." Pete denied that the ad was an official Puma ad or that it was running in Maxim Brazil, and though I argued for fair used briefly (i.e. I mentioned that I felt showing the ad fell under fair use), he told me that their logo, which is trademarked, supercedes or rules out the possibility of fair use. Pete - if you're reading this and I've got something wrong in the transcription, let me know.

I really don't see the need to perpetuate a lie, and Pete told me the advertisement is not authentic, so I've removed the image. Pete said that the ads were creating negative publicity, and the lawyers wanted them taken down. I asked Pete to email me, for no real reason, and received this "official" response:

PUMA AG Statement regarding unauthorized "bad taste advertisement":

It has been brought to our attention that several unauthorized, sexually suggestive advertisements portraying the PUMA brand have been released over the Internet. We are appalled that images like these would be created and distributed under the PUMA name. As a brand, we seek to take a unique perspective toward our advertising in an effort to challenge the boundaries of our industry; however we would never consider using these tactics. We are in the process of researching the circumstances and reserve any legal steps available.

Fair enough. He was polite to call and was polite on the phone. Image removed.

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