Adidas TV spot strives to make tennis sexier

Leagas Delaney has created a global television campaign for Adidas which centres on the brand’s association with tennis.

Leagas Delaney has created a global television campaign for Adidas

which centres on the brand’s association with tennis.



The campaign will break in relevant markets as the world tennis

tournaments progress around the globe. It broke in Australia to coincide

with the Australian Open, and is likely to go on air in the UK in June

to coincide with Wimbledon fortnight.



The ad pools four of Adidas’ sponsored tennis stars, including Martina

Hingis and Anna Kournikova. The four are shown playing a game of mixed

doubles in the middle of a New York nightclub.



The four players perform tennis tricks, such as hitting the ball through

their legs to the beat of the soundtrack. The DJ, Roger Sanchez, is the

umpire.



Clubbers dance at the side of the court until a player hits the ball

into a loudspeaker. The music softens until the beat forces the ball out

of the speaker at Kournikova.



The commercial ends with the line, ’Welcome to the club’, and the Adidas

logo.



Neil Simpson, the global advertising director of Adidas, said: ’This

spot proves that tennis can be youthful and fun. As one 17-year-old said

to me, ’Adidas knows what we like - sport, a great DJ, decks, girls and

sex’.’



The campaign was written by Mark Goodwin and Will Farquhar and art

directed by Tiger Savage and Ian Ducker. It was directed by Phillipe

Andre through The End.



UK media buying is through New PHD.



Colin Clarke, the board account director of Leagas Delaney, said: ’This

ad acts as a counterpoint to the stuffy image of tennis that some people

have.’



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