180 Amsterdam Plays Tough Game for ASICS

By Erik Oster 

Back in February, 180 Amsterdam launched a new global campaign for ASICS with the spot “It’s a big world. Go run it.” Now the agency has launched a tennis-themed integrated campaign to follow up, with the spot “It’s a tough game. Go smash it.” (Sensing a pattern here?)

The ad, starring French tennis star Gaël Monfils promotes the ASICS Gel-Resolution 6 tennis shoe and is timed to coincide with start of the European clay court season, during which time it will broadcast on Europsport. In the spot, Monfils finds himself away from the friendly confines of the court, doing battle in what appears to be an abandoned industry building against men launching tennis balls at him with heavy artillery. It’s definitely an unorthodox approach for the brand (and the sport), which 180 Amsterdam and ASICS hopes will make it stand out. The spot will run internationally and is supported by print, outdoor and digital ads.

“Tennis for me has always been about enjoyment,” said Monfils. “So, I’m excited to offer a different perspective on tennis, with the video demonstrating the required skills and intense product demands.”


Client: ASICS HQ
Deputy Senior General Manager, Global Marketing Division: Marc Pinsard
Global Advertising Manager: Eva Sutter

Agency: 180 Amsterdam
President and Chief Creative Officer: Al Moseley
Creative Director: Dean Maryon
Copywriter: Joe Craig
Art Director: Tony Bartolucci
Business Affairs: Akvilina Jaskunaite
Account Team: Megan Wooding, Claire Birrell
Producers: Susan Cook, Neil Henry, Phil Smart
Assistant Producer: Davide Janssen
Project Manager: Phil Smart
Strategy Team: Ben Armistead
Editor: Fiona Fuchs
Offline Producer: Claire Ford

Post Production Company: Darlings Amsterdam
Head of SFX: Robert Okker
Producer: Violeta Nikolova
3D: Robert Okker, Rob Wuijster, Alex Doss
Supervisor Compositing: Chaja Koe
Compositors: Randy Roemean, Floris Van der Veen
Grader: Daphne Maierna

Live Action Production Company: Brenninkmeijer & Isaacs Amsterdam
Director: Thor Saevarsson
Executive Producer: Jelani Isaacs
Producer: Sytske Rijkens
Director of Photography: Baldur Eythorrson

Band: Kaleo
Track Name: Rock ‘n’ Roller
Audio Post-Prod. Company: Wave Studios Amsterdam
Sound Design & Mix: Randall Macdonald
Audio Post Production: Ben Tomlin, Mirjam Gevers

Print Production Company
Photographer: Ben Ingham
Producer: Matthew Lawes, Lisa Bennett
Post-Production Company: 180 Amsterdam
Retouching: Loupe