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Puma Social Club

Lank Sociable

by Andy Davis and Montle Moorosi, images by JR Onyangunga / 30.03.2011

Thank god for the evolution of marketing. It smells like progress. Instead of throwing all their money at advertising campaigns, cool brands, these days set aside a bit of that dough to bribe you personally. Lucky for us, this new sales grift involves concept-jargon like “360 degree marketing” and “brand patronage”. Basically all the cool brands are in a pitched battle of mortal one-upmanship with other cool brands, to impress and bedazzle you, the punter. Without even trying to sell you their product. They just want to hook you up with good vibes and fun times and piggy back those warm and fuzzy feelings into your heart. We’ve come a long way since those Lucky Strike parties, ne?

So instead of some intangible media spend buying another 30 second slot on SABC, you get invited to a concept like the Puma Social Club. A free jol atop Jozi’s downtown, iconic Cornerhouse building, featuring Tumi from the Volume and DJ producers like Haezer and Peach van Pletzen, all decked out with ping pong tables, an impromptu bowling alley, a photo booth, foosball tables, a huge stage, two bars, some massive speakers and a vast open air rooftop area for the social smokers. So what if Puma is putting on better jols than the current crop of Jozi party promoters. Does it sell more sneakers? Hard to say. Do the kids rock out, drink too much, hook up, behave badly and have a good time? Ja.

Highlight of the gig had to be Tumi rapping the list of illegally parked car registrations that were about to get towed!

Puma Social Club Joburg

My god look at those gums

Puma Social Club Joburg

Cleopatra and Carrot Top

Puma Social Club Joburg

A young Tito Mboweni and his secretary enjoy an uncomfortable silence

Puma Social Club Joburg

that moment the bromance went too far

Puma Social Jozi

Pull up those socks. Love your work

Puma Social Club Joburg

is she playing ping pong or dancing to the Bangles?

Puma Social Club Joburg

Urban Bar Surfing. Cowabunga dude!

Puma Social Club Joburg

another white girl with arthritis

Puma Social Club Joburg

piss trough stage dive

Puma Social Club Joburg

your head tastes like Ellen Degeneres

Puma Social Club Joburg

Jungle Bunny and his Pygmy

Puma Social Club Joburg

Rhythm is a dancer...

Puma Social Club Joburg

Heave ho, here comes the pain

Puma Social Club Joburg

Single Ladies state the obvious

Puma Social Club Joburg

Where my weaves at?

Puma Social Club Joburg

Jane Fonda Panty Shot

Puma Social Club

a big ass hopeful smile won't get you there

Puma Social Club Jozi

kom staan by Papa hier innie hysbak

Puma Social Club Jozi

Overwhelmed by the jungle, a sophisticated older man scratches his nose and takes his pick

Puma Social Club Jozi

Hammer and Tongue

Puma Social Club Jozi

to spit or swallow that is the question

Puma Social Club Jozi

Flava Flav, his arthritis and Justin McGee's stolen cap

Puma Social Club Jozi

the 90s just called and they want their gurning, glasses and dance moves back

Puma Social Club Jozi

there's nothing sadder than a black hippy

Puma Social Club Jozi

rollin' with Arthur Itis!

*All images Jean-Rene Onyangunga

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RESPONSES (30)
  1. Devon says:

    ” the 90s just called and they want their gurning, glasses and dance moves back ” So funny!

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  2. Brand Dead says:

    And something has to be said about how bands are also whoring themselves out to brands, like: @vancokekartel “Just received our brand new @pepejeans_sa TWIGGY jeans.It is befok and a must!!thanks guys!” Kak.

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  3. Ayden says:

    those photo comments are too good.

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  4. BM says:

    nice advertorial…that Seth interview continues to pay dividends.

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  5. Andy says:

    hey BM i never knew they had internet at your cash-free eco squat… is your wife riding the bicycle to keep it connected? Can i trade you some of those yams and other organic veggies for some of my homegrown?

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  6. Saramago says:

    I echo BM, great pictographic advertorial. I’m interested, though. Do the people you photograph know that you’re going to post up their pictures and mercilessly (and unfairly – the black guy second from the bottom looks nothing like a hippy) take the piss out of them? Also, why does that JR guy make a cameo appearance in every photo-blog on this site?

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  7. Andy says:

    Yoh… tough crowd. It’s a gig review and gallery post. There’s not much more depth to it than our attempt to exploit that old bankable voyeuristic impulse and the opportunity to read (attempting to be)funny captions. This is just a segment of the Jozi youth at play. Don’t think too hard on it.

    And no the people generally don’t know we’re going to mercilessly rip them off. Dems da breaks. It’s a tough ol’ world out there. JR is an incredibly quick photographer, with long rubber Congolese arms, he can simultaneously shoot and be in his photographs… amazing.

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  8. BM says:

    Hey I’m all for paying the bills, but most mags mark their advertorials as such. thats all i’m saying.

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  9. Andy says:

    dudes this is not an advertorial, you get paid for those. This is a gallery and very cursory review from a gig. What’s the difference between this and these?
    http://www.mahala.co.za/culture/words-fail-us/
    http://www.mahala.co.za/culture/shosholoza-ramfest/
    http://www.mahala.co.za/culture/no-story-only-good-times/
    Eish y’all are like the sell-out police… with itchy trigger fingers…

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  10. Saramago says:

    I don’t want to enlist in the sell-out police here, but it does seem like those other pieces don’t have companies that have had banners displayed prominently on the site before. Also the way in which the piece is handled: Puma is referred to as a “cool brand” several times, and the fact there their parties are actually a covert, subliminal marketing campaign is not explored. Also this line: “They just want to hook you up with good vibes and fun times and piggy back those warm and fuzzy feelings into your heart.”

    It’s not that I think you shouldn’t have run this piece. Bills have gotta be paid, you gotta do pieces like this to fund the others. But dude, come on, don’t lie to us. Come on.

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  11. Andy says:

    we were under no compulsion to run this piece… it’s not part of an ad deal and we don’t get paid for it. Maybe the association between the ads and the party is too strong for it to seem unrelated. But really it is. In fact, I wish I was getting paid for this…

    Maybe we were too flippant with the intro and too cursory with our “evolution of advertising” angle… I just thought they were cool pics.

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  12. Flossie with arthritis says:

    I was at that party and beyond the intro, the funny captions and the pics, there’s not much else to report… don’t be so defensive Andy! It was a fun story, cute even, but it’s not going to win you a pulitzer anytime soon.

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  13. BM says:

    Well if its not paid for I retract my statements forthwith…although your first defensive parry above would seem a bit incongruous.

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  14. DR Pachanga says:

    Ya ya ya ya. Saramgo dont hate, it not a crime for me to appear on the source every time thats how i make a living. And so what if my little cousin is called a black hippy. I dont see going to townships helping out black kids and playing mother F*CKEN THERESA .

    Take a chill pill , dont cry have a drink instead…..

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  15. Saramago says:

    @ DR Pachanga

    What the hell are you talking about? Now I see why you’re a photographer for this site, and not a journalist…

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  16. Shirley says:

    Well done Andy, a little lightening up never hurt anyone..Boo to the haters

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  17. Cunt says:

    Why the fuck should we lighten up when corporate fuckbags are destroying our tenuous youth culture with their corporate bullshit. Fuck money and fuck you.

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  18. Andy says:

    Mr, or is it Mrs C*nt… how does a brand throwing a party that employs a number of excellent South African musicians (Tumi, Peach van Pletzen, Haezer et al), helping them to make a living out of their art – “destroy our tenuous youth culture”? Or are you just trolling?

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  19. uterusfound says:

    mr davis defending this piece so zealously only serves to reaffirm the fact that the ‘article’ is a thinly veiled ad. no shame in that, but when you start trying to cover your ass,,,

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  20. Lizzy says:

    Ha ha, it seems that Cunt doesnt understand that corporate bulllshit IS the current ‘tenous youth culture’! Shame, he/she obviously yearns to create a false sence of authenticity in a plastic world…

    what is ‘cool’ is workshopped in a corporate office and marketed and bought for consumption by 98.5% of young people today.

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  21. Lizzy says:

    1.5% are just nerds who only care about school results…

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  22. Andy says:

    i stopped defending the piece a while back… just trying to figure out how a brand paying artists to play their gigs is killing youth culture? Those are credible musicians who I’m sure are happy for the pay check

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  23. mega-douche says:

    darn! you know you’ve exited the realm of the cool when you don’t get slipped a secret invite to a party like this. Lucky Strike indeed is a memory.

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  24. DR PACHANGA says:

    @ Saramago

    Why would give a shit if i wasnt a journalist, dnt be so insecure woman. Is that wat u do all day masturbate on your writting and how you so intellectual.

    get a dildo…..

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  25. Fuck Money says:

    Mr Cunt is right. You write an article about a lame ass marketing party held by one of your advertisers, and you can’t see any problem with it? You thought mega parties sponsored by a big tobacco company was a good idea. Lizzy thinks it’s ok to sacrifice your youth as a corporate whore, and that anyone who doesn’t get it is a wait for it, nerd. Because we already live in a plastic world and any attempt to create a false sense of authenticity is a waste of time. And this is what you get from an ‘independent’ publication. It’s a sad fucking world that hipster douche-bags live in.

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  26. Andy says:

    hey Fuck Money redux! “i never knew they had internet at your cash-free eco squat… is your wife riding the bicycle to keep it connected? Can i trade you some of those yams and other organic veggies for some of my homegrown?”

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  27. Fuck Money says:

    ok. nice advertorial. just don’t pretend that it’s otherwise.

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  28. TROLL says:

    ALLOW ME TO REINTRODUCE MYSELF…

    A FUCKING TROLL!!!!!!!!!!!!!!!

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  29. OptionalTarget says:

    KIF. Less yada yada…
    advertiser funded whatchumacallit…!

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  30. kim says:

    great pics, even better captions

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