The lead up to the US Open Series, run by the US Tennis Association, is being promoted with a series of TV ads featuring tennis stars as drivers and passengers on buses. The ‘Greatest Road Trip in Sports’ campaign promotes ten summer tennis tournaments. Stars on the road include Serena and Venus Williams, Roger Federer, Andy Roddick, Justine Henin, Bryan Brothers, Maria Sharapova, Lleyton Hewitt, Martina Hingis, James Blake, Nicole Vaidisova, Rafael Nadal.
Image from US Tennis Association
This main spots show tennis stars talking about their favourite part of the bus tour. Stars include Andy Roddick, Maria Sharapova, Justine Henin, Bryan Brothers, Nicole Vaidisova, Roger Federer, Tommy Haas, Serena & Venus Williams, Robby Ginepri, Elena Dementieva, and Ana Ivanovic.
The shorter commercials feature only one player and capture both the athlete’s personality and playing style.
Maria Sharapova says that riding on the bus provides “lots of time to practice the ‘Yes, I won the U.S. Open’ smile.” Serena Williams is shown sitting in the bus with many pairs of earrings. She says, “I like to wear earrings that send a message.” Picking up one style, she adds, “For instance, these say ‘I’m here to take care of business,’ ” while she says the message of another is “I can beat you silly and still look hot doing it.”
Roger Federer drives the bus while talking about keeping his eyes on the road and looking out for oncoming traffic.
The campaign was developed at Arnold Worldwide
The commercials are running in July and August on national network and cable television channels like CBS, ESPN2 and NBC, which are broadcasting the series tournaments, and the Tennis Channel. They are also running on local TV in Chicago, New York, Miami and Los Angeles.
A video of bloopers featuring the players from the commercials’ production is being posted on the series’ Web site, www.usopenseries.com.
Michelle Wilson, managing director of marketing for the tennis association, said the tour bus theme was chosen, in part, because it helped the association “communicate with fans that the players travel all over. We wanted to make it real in some sense.”
Via New York Times
All videos originally embedded on this post have since been removed from YouTube.