The folks at HEAD are wasting no time milking the newest member of their stable, Novak Djokovic, for some Q-rating padding. They have chosen Nole as the main vehicle for a new racquet technology named Speed. (Nevermind that they’ve already had Andy Murray and Marat Safin, right?)
The deets of the stick were hush-hush until Djokovic played with them at the Australian Open (pics), and HEAD moves onto the next step of their campaign with “Speed Lessons by Novak Djokovic”.
You can think of the site, found at speedlessons.com, as a cross between Teen Girl Squad and Palin as President — a mix of animated shorts and other mini-gags (including mouseovers voiced by Djokovic himself).
Look out for a total of six flash-based “tennis lessons”, released about once a week. Much like the hammy Serbian, these shorts should be taken with a grain of salt. Watch ’em and you’ll know what we mean.
Mousing over the landing page induces a few cute sound bites (e.g., “With a two-handed backhand, you won’t have a free hand for a remote control.”). The folks we talked to at HEAD said that Nole had a good time recording the voiceovers for the site.
And finally, users can take a three-question quiz, after which they can enter to win one of ten Speed racquets autographed by Djokovic.
The global campaign, conceived by an Austrian agency, will culminate with the racquet’s retail launch in late April or May.
HEAD wanted something “new, fresh, and online based because that’s what everybody is,” said a company rep. They’ve included links for Facebook, del.icio.us, Technorati, and Google to help spread the word.
Visit: Speed Lessons.
Scoreline: Djokovic, who retired in the heat against Andy Roddick during the Aussie Open quarterfinals, bounces back after a two-week break to reach the quarters (vs. Mischa Zverev) in this week’s Open 13 in Marseille. Nole hasn’t been looking his best, but has yet to drop a set in two rounds.