Advertisement

James Blake is cool, but can he heat up?

Blake Evian is doing its best to hype its star American tennis endorser, James Blake, at this year’s U.S. Open. It has set up a microsite that includes a video of Blake bathing in a bathtub of Evian on the court at Arthur Ashe stadium. It’s a somewhat lukewarm offering, especially compared with American Express’s “Stop Pong” campaign with Andy Roddick. And actually, Blake has always seemed like a tough bet as an endorser—more complex, self-critical and overwrought than most companies might like. But he can play—as evidenced by his classic quarterfinal match last year against Andre Agassi, replayed during this weekend’s rain delays. For now, Evian’s just hoping Blake can make an unlikely run to the final. (He plays Tomas Berdych today in the fourth round.) One thing that’s odd about the Evian site: The “Evian at the U.S. Open” section is still “coming soon.”

—Posted by Tim Nudd

Get the The AdFreak Daily newsletter:

Thanks for signing up! Check your inbox for a confirmation email.

Topics:
Advertisement

Sign up for AdFreak Newsletters

Advertisement
About AdFreak

AdFreak is your daily blog of the best and worst of creativity in advertising, media, marketing and design. Follow us as we celebrate (and skewer) the latest, greatest, quirkiest and freakiest commercials, promos, trailers, posters, billboards, logos and package designs around. Edited by Adweek's Tim Nudd and David Griner.

Click to Subscribe to AdFreak RSS