LTA "Play your way" by The & Partnership London

With Wimbledon canceled this year, the Lawn Tennis Association (LTA) has launched a campaign encouraging people from all walks of life to pick up a racket this summer, even if they aren't particularly good at the sport.

The ad calls on amateur tennis players across the UK to serve with all their might – even if the odd ball ends up in the gutter – reassuring them that the odd mishap "happens to the best of us".

It was created by Ludo Thomas and Arthur Harry, and directed by Chris Balmond through Outsider.

2016 saw the LTA move away from the stereotype of tennis as a middle sport, encouraging people from all backgrounds to pick up a racket with a campaign created by BBH Sport.


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