The United States Tennis Association (USTA) has unveiled new work from creative agency dentsuMB (FKA dentsu mcgarrybowen) that expands on its “Be Open” campaign, which is timed to the start of the U.S. Open tennis tournament in New York today. The latest iteration addresses topics such as homelessness, mental health, diversity, gender equity, and LGBTQ+ expression. The campaign includes a “manifesto film” launching today on ESPN featuring appearances by Billie Jean King, Venus Williams, Sloane Stephens, Andy Murray, Dana Mathewson and Stefanos Tsitsipas, sharing messages of the “Be Open” spirit.  The campaign includes an …

Shaving brand Evolution of Smooth (eos) is launching Vagnastics, a first-of-its-kind jazzercise class to help people everywhere shave their nether regions with confidence. The effort was created in partnership with agency Mischief. “People who choose to shave their privates should feel absolutely zero shame in talking about it,” said Soyoung Kang, CMO at eos. “Yet, there is a veil of taboo clinging to the subject. Vagnastics is here to help free us from that.” The instructional video showcases how to best contort yourself to ensure the smoothest of shaves down below. It’s available here, with …

The agency's team has been building anticipation for the expansion for over a year, now via an activation that provides sneak preview of the property.

The campaign is called "Space Is Hard" and is anchored by an FX-filled ad featuring Four-Star General John W. Raymond.