Ad of the day: ATP Tour campaign served by Wieden+Kennedy London
‘It All Adds Up’ crunches the numbers on what goes into winning and shows the grit and glamour of the sport in a bid to hook new millennial and Gen Z fans.
A new global campaign for the ATP Tour tennis tournament will feature four broadcast and digital spots and a hero film. The film combines the soundtrack of a tense game with a typographic explanation of some of the numbers behind the game.
The idea is that a player’s ranking is the summation of every point, serve, winner and drop of sweat, according to Wieden+Kennedy London.
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The agency’s creative director, Juan Sevilla, said: “We purposefully set out to develop a different visual language that would help set the ATP Tour apart from the many, many other sports brands that use match footage.”
Further videos are planned to follow the launch film, based around four themes: different drama, fierce feuds, struggles and successes and tournament spectacle. These are supported by further assets, including player profile films.
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