BBC Broadcast rolls out TV ads to extend Wimbledon appeal

The BBC is using a campaign featuring the former Wimbledon champion and BBC Sport commentator John McEnroe to try to broaden interest in Wimbledon beyond fans of Tim Henman.

The spot, by BBC Broadcast, shows McEnroe convincing a film producer that in just one event, Wimbledon provides all the emotional themes that can be found in a trip to the movies. The trail then builds on the movie analogy to introduce the audience to some of the key players and plot lines of the Wimbledon tournament that might otherwise have escaped their notice in a bid to build anticipation.

The campaign, which breaks on 7 June and will run across the BBC's TV, radio and online properties, is designed to convince people they should watch more of the tournament than just the Henman games. It is derived from the insight that many people just watch Wimbledon because it is a national event and have no idea who the main contenders are or what might happen.

It is the second time that McEnroe has appeared in a BBC Broadcast trail for the Wimbledon tournament, which begins on 21 June and runs until 4 July.

The spot, which appears as 40- and 30-second executions, was jointly written and art directed by Charlie Mawer, BBC Broadcast's executive creative director, and Ruth Shabi, the creative director. It was directed by Ron Scalpello through BBC Broadcast.