There’s a Serena-sized hole in the professional tennis landscape, but marketers aren’t dwelling on what they’ve lost—instead they’re focusing on the next generation of potential scene stealers and trophy winners to draw fans to this summer’s U.S. Open.
For a campaign launching this weekend, executives at the U.S. Tennis Association and agency Dentsu Creative also recruited an influential young voice, TikTok’s Cookiee Kawaii, to narrate the new ads and provide the soundtrack via her hit single, “Violin.”
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