It’s a global campaign, but a new ATP Tour campaign could have limited appeal in the U.S. A 30-second spot carries the voiceover: “Never before have we had so many superstars …
the greatest players that tennis has ever seen are rewriting the record books every week.”
For Americans, however, the term “greatest” might call to mind Pete Sampras, Andre Agassi and several predecessors. Now, however, the top-ranked American is 14th -- John Isner.
The campaign comes as the 2013 ATP season is beginning and several weeks before the Australian Open. It features Novak Djokovic, Roger Federer and Rafael Nadal (who pulled out of the Australian) in action.
The Big Shot agency in London is behind the campaign, which also includes print, out-of-home, mobile and online executions. The creative carrying a “Beat This” tagline allows for the 60-plus ATP tournaments to customize for their markets.
The TV spot attempts to drive traffic to ATPWorldTour.com and ends with a screen featuring sponsor logos, including FedEx, Ricoh and Corona Extra.
ATP events will be held this year in U.S. destinations that include Memphis, Miami and Washington.
Brad Drewett, the ATP executive chairman, stated that the “combination of skill, athleticism and mental and physical strength that our athletes are displaying week in week out” is top-notch and the campaign is “a reflection of that, showcasing our global platform” and venues hosting events.