VML Gives Tennis Pros Its ‘Best Shot’

CHICAGO VML offers a who’s who of tennis players in its first work for the ATP, the governing body of the men’s professional tennis circuit.

The global effort, which broke Monday at the French Open, introduces the tagline, “Hit me with your best shot.” The print and outdoor effort shows action shots of players such as the USA’s Andy Roddick and Spain’s Juan Carlos Ferrero against a stark white background with the tagline as the only text. The campaign also includes artwork on tickets and the media guide cover.

Though the campaign is limited to print and outdoor right now, television is expected in the future, according to an agency representative. VML in Kansas City, Mo., won lead duties on the global account last October after creating a spec campaign for the ATP, formerly the Association of Tennis Professionals.

“Helping communicate the excitement of a tremendous sport like tennis to a worldwide audience is an agency’s dream assignment,” said Matt Anthony, VML’s CEO, in a statement. “Creating a compelling message that resonates around the world is a challenge that doesn’t fall in you lap every day.”