NEWS: UK tennis star puts the spotlight on fun for Slazenger work

Cheetham Bell, the Manchester agency, is backing a long-shot at Wimbledon this week with the roll out of a print campaign for Slazenger, starring the UK’s top tennis player, Tim Henman.

Cheetham Bell, the Manchester agency, is backing a long-shot at

Wimbledon this week with the roll out of a print campaign for Slazenger,

starring the UK’s top tennis player, Tim Henman.



There are three ads in the ‘glorious shots’ series, which marks

Slazenger’s first generic branding campaign. Each execution focuses on

one of the brand’s core markets - tennis, golf and cricket. The tennis

ad is currently appearing on a van at Wimbledon.



In July, 48-sheet posters will run on roadside and underground sites,

and ads will run in the Daily Telegraph, the Sunday Times and the

specialist sports press. Media buying is by TMD Carat.



Each execution features a Slazenger-sponsored sportsman caught in mid-

shot.



Underneath, using several shades of a single colour, are slang words for

great shots, designed by the typographer, Tom Richards. The ads were

written by David Bell, with art direction by Andy Cheetham.



The cricket ad features the Australian batsman, Mark Waugh, and the

Spanish golfer, Francisco Valera, stars in the third execution.



Bell said: ‘It’s about those glorious shots played around the country

every day. We’re focusing on the upside of sport, as opposed to

aggressive competition.’



The ads mark the first work by Cheetham Bell since it beat two unnamed

rivals to become the Slazenger brand’s sole agency of record. The agency

already represented golfing goods for Slazenger.



The move follows the December buy-out of the Dunlop Slazenger Group by

the British venture capitalist CINVEN, for pounds 300 million from the

conglomerate, BTR.