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-
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
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