Déjà Vu

Put a tennis player in a commercial, and there are only a few ways to demonstrate her power. At least according to two ads breaking a month apart. In a May Canon PowerShot spot, Maria Sharapova pounds away at tennis balls. At the end of the spot, created by DCA in New York, it is revealed she has formed the words “Maria was here” by hitting the balls into a fence, which she takes a picture of. Similarly, in June, in a McDonald’s spot by Arnold in Boston, Venus and Serena Williams are shown slamming tennis balls. It turns out they have been hitting pink balls into a fence—to form a breast cancer awareness ribbon. “We were trying to link the power and precision of a tennis player with the actual PowerShot line, as it’s called,” says DCA ecd Ron Rosen.