James Blake is cool, but can he heat up?

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.