Puma's unconventional ad campaign, "After Hours Athlete" toasts competitors who play late-night activities like bowling, pool and foosball. The ad is part of a campaign for Puma's special events brand, Puma Social. The 90-second ad reminds viewers "the night is a sport, and they are the champions." Directed by Ringan Ledwidge and produced by ad network Droga5, the commerical won the Film Craft Grand Prix at the Cannes Lions International Festival of Creativity. Today, it still functions the anthem for bar games gurus.