Our reader IC brought our attention to Puma’s genius ad campaign, The Puma Hardchorus, with the tag line “They want to be in your arms. You want to be in the stands. What do you do when Valentine’s Day falls on game day?” The site allows hardcore soccer fans to dedicate and send a video of Savage Garden’s 1997 song “Truly Madly Deeply” belted out a capella by a bunch of fellow hardcore soccer fans (drinking in the pub, natch) to their loved ones via Facebook or email. There’s also an Italian version — both are a little bit scary and quite touching. You can read what Savage Garden’s front man thinks of the ad here.