Los Angeles agency Phenomenon launched a new campaign for Wilson featuring Swiss tennis player Roger Federer promoting the Pro Staff RF 97 racket he co-designed.
The black-and-white spot features fans reading letters from Federer (thus the title) while using the new racket. In what has become a somewhat tired device, one fan continues where the last left off. “If you look at me not as someone to emulate, but someone to oneday eclipse,” conclude a pair of fans, before Federer himself chimes in with “then I designed this racket for you.”
Fans of Federer will probably be pretty stoked to pick up a racket co-designed by the superstar himself. More casual fans may be less swayed by the spot’s hero worship.
The campaign includes the long-form version of the ad above, as well as a 30-second broadcast version.
Supporting the spot are digital and social media elements, including posts from Federer himself. There will also be on-the-ground activations at the U.S. Open tournament on August 27, where the rackets will be exclusively available until their retail rollout at the beginning of September.
Agency: Phenomenon, Team Wilson
Client: Wilson Sporting Goods
Video Production Credits:
Production Company: Rabbit Content
Director: Chris Stanford
Editorial: Cut & Run / Sean Fazende
Music Company: Asche & Spencer
Composer: TS/SMS A&S Music Collection
Color: The Mill / Adam Scott
Sfx: Beacon Street Studios / Rommel Molina
Mix: Formosa Group / Peter Rincon