Leagas Delaney has cast the British tennis star, Tim Henman, as the
saviour of the nation’s glory in its latest commercial for Adidas.
The 60-second ad, which breaks this week, opens with a moody shot of
Henman cut with evocative footage of a public school, Stonehenge and the
Houses of Parliament to underline Henman’s English credentials.
The ad contains three negative slogans about the state of English tennis
to represent the psychological barriers Henman faces as he battles for
honours. Written across a plaque in the school’s corridor is the legend:
’No Englishman will triumph at the Australian Open.’ Carved into a
tablet of stone at Stonehenge are the words: ’No Englishman will win the
US Open.’ The camera then cuts to an imposing cathedral interior with a
towering ceiling. On one of the ornate stained glass windows are etched
the words: ’No Englishman will win at Roland Garros.’
Henman looks defiant. Lifting his racket, he serves at an enormous pace,
smashing the stained glass, the stone tablet and causing a great ball of
fire to rush through the school corridor. The endline reads: ’One
Englishman begs to differ.’ The film closes with a shot of Henman
looking defiantly mean and moody.
The ad was written by Tim Delaney, the agency’s creative director, and
Will Farquhar. It was art directed by Ian Ducker. The film was directed
by Malcolm Venville through Malcolm Venville Films.
The commercial is backed by a pounds 1 million media spend and will run
on ITV, Channel 4, Channel 5 and Sky.