Puma: L.I.F.T

This new ad from Droga5 showcases a new type of shoe from Puma.
Described as light-injected footwear or L.I.F.T., these new age... WAIT A MINUTE!!!!!

Light-Injected-Foot-Wear?
No matter how many times I look at it, I still get L.I.F.W.

No seriously I looked it up, it's really stands for: Long Island Forum for Technology, I was just being facetious.



Love the wow factor, I believe I even said 'NO WAY!' to myself when I worked out what the plum duck was going on.
Pretty cool!
Wonder if hey could do anything compelling enough to constitute a live show.

P.S. L.I.F.T. = Light injected foam technology (as far as I can tell)