The end of the stiff upper lip

Nicola Kemp on how Britain has learned to let it all out.

Andy Murray: tears won over a nation
Andy Murray: tears won over a nation

Tennis star Andy Murray may have swept away 75 years of disappointment when he trounced Novak Djokovic in the men's singles final at Wimbledon this year, yet it was his emotional defeat at the hands of Roger Federer in 2012 that turned the tide of public opinion in Murray's favour.

This shift was emphasised by the front-page headline of one tabloid: "Tearful Andy Murray loses Wimbledon but wins over a nation".

The response of the British public reflects a fundamental shift in cultural sensibilities.

Winning at all costs has lost its saliency and the stiff upper lip appears to be something of an anachronism.

Steve Martin, chief executive of M&C Saatchi Sport and Entertainment, says that brands are always looking for more than just pure sports performance from athletes. "Social media has moved the market toward ultimate transparency; you can't hide behind the gloss or rely on being overly manufactured. The ability to be real and engage an audience in an emotional way is crucial."

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).