Sony Ericsson rolls out viral ad as part of Women's Tennis Association sponsorship

Sony Ericsson has created an online video featuring the Welsh pranksters Dirty Sanchez, as part of its sponsorship of the Women's Tennis Association (WTA).

Sony Ericsson: Dirty Sanchez stars in viral ad for Women's Tennis Association
Sony Ericsson: Dirty Sanchez stars in viral ad for Women's Tennis Association

The video, created by Iris, has been filmed using the Sony Ericsson Xperia handset and features two of the Dirty Sanchez squad playing a game of tennis against female tennis stars Bethanie Mattek-Sands and Sorana Cirstea, who are part of the Xperia's Hot Shot tennis squad.

After the tennis players hit a few balls at the Dirty Sanchez duo, some tins of paint spill on to the tennis balls. The game descends into a paintball fight and they all end up with multicoloured tennis outfits.

The video is part of a wider Sony Ericsson online TV show, which follows six female tennis stars, looking to gain the most likes on their Facebook profile pages to win a Sony Ericsson support deal.

Tennis is central to Sony Ericsson's sport's sponsorship activity.

Earlier this year, it extended its tie-up with brand ambassador Caroline Wozniacki, the Danish tennis star, until 2013.

The company signed a six-year, $88m (£55m) global title sponsorship of the WTA in 2005.

Sony Ericsson recently launched a Foursquare campaign as part of its Uefa Champions League sponsorship, giving away tickets to the final last May.