Puma, like many of other non-electronic brands, is launching its mobile phone, which was much spoken about last October. The sportswear brand is promoting the new gadget by underlining its benefits in a very non-conventional way. The mobile phone is positioned rather as an item which fits into your usual every-day than a groundbreaking and life-changing thing.

The website created specifically for the launch, presents a set of spots called “Ideas”, which are showing the features like texting, GPS, video chat, applications on sport, camera, and a lot of other stuff as all of them are just usual daily activities — but in the mobile phone perspective.

Wait just a few hours and you’ll see how this works in real. And now watch the ‘Ideas’ here.