we’re feeling torn about the atp’s newest campaign


(A tad late, but there’s too much other stuff to cover. So if you’ve seen your share of the ATP’s new blitz, my apologies…)

The ATP’s latest marketing campaign, the multi-million dollar — “Feel It” — was launched at the BNP Paribas Masters Series (Paris) a few weeks ago. With it, the tour will “showcase the sport’s core values as a one-on-one gladiatorial battle, full of intensity and passion” by bringing in themes of wild animals and natural phenomena such as fire and water.

The beauty of ‘Feel It’, created by Canadian ad shop Taxi 2, lies in its flexibility: the wide array of TV spots, billboards, online banners, virals, merchandise, fan giveaways, and PR stunts can be adapted for any ATP tournament and can feature any ATP player. (If you remember, they issued one for Tomas Berdych to help raise the Czech’s profile at the U.S. Open.) The Rogers Cup aka Masters Series Toronto has already expressed interest in using this to promote their event. This template can make it easier for tournaments to focus on other ways to beef up their event (perhaps better TROPHIES?) while keeping true to their participation in the tour.

Let’s hope that they can use this to deflect some attention away from all the scandals (Match-fixing! Gambling! Poisoning! Doping!) plaguing the game.

Now, onto the images, moving and not…

This is one of two video spots making the rounds. I get the idea behind the ad, but putting that girl in the line of danger is a little scary. Looked like a terrorist attack before I knew what was going on.

And there’s another video (here) of a guy walking away from a park bench right before it gets crushed by a gigantic tennis racquet. The stick, of course, came from a nearby billboard of David Nalbandian in racquet-thrashing pose. I’m not feeling intensity and passion (caused by competition); I’m feeling collateral damage. Sorry guys. (What do you think of this new campaign? Tell us!)

Why not ressurect “New Balls, Please”? (Was that not a hit?) That was more gladiator-like in feel.

The photos are pretty good, though…

atp feel it - rafael nadal

Paying homage to Nadal‘s Spanish roots.

See more of the cards after the cut…

atp feel it - safin and roddick

Andy Roddick‘s horse power and Marat Safin fiery temperament are on display.

atp feel it - mathieu and murray

The feral moves of Paul-Henri Mathieu (aka the Poor Man’s Gasquet) and the hot-headed Andy Murray.

atp feel it - monfils and djokovic

It’s medieval times with Gael Monfils and Novak Djokovic.

atp feel it - roger federer and richard gasquet

Roger Federer channels all the tennis legends through his play; Richard gallops through a draw.

(photos by ATP)


4 Responses to “we’re feeling torn about the atp’s newest campaign”

  1. Johanna Says:

    I agree – the ad with the girl fleeing from unknown violence is too distracting of concept to then tie it to Andy Roddick’s serve. 125 mph serves could be conveyed better then comparing it to an artillery attack. Esp as we’re in a war.

    I like the photos though, fun and imaginative.

  2. Rommel Says:

    I think the campaign is great. I especially like the print ads. They are both beautiful and rich in concept.

    Does anyone know who their advertising agency is?

  3. Erwin Says:

    Rommel: their ad agency is Taxi 2

  4. emi Says:

    At the Australian Open, before Richard Gasquet’s 1st round match, they showed a montage of Gasquet clips with visuals from the campaign.

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