Hasta La Creative!

It’s a good time to make an ad with Serena Williams, and Beats by Dre has done a particularly good job of it. Hot off the tennis star’s sixth U.S. Open win, her 18th major victory overall, the headphone brand is spotlighting the gym routine that helps her get so much crushing power on the court.

It would be standard-fare fitness footage if not for the fact that it continues Beats by Dre’s habit of creating ads that feel more like exceptionally shot, psychologically rich sports-themed music videos rather than commercials.

In this case, the clip (from R/GA’s London and Los Angeles offices) weaves in flashbacks to Williams’s childhood in Compton, Calif., as she pushes through her workout, while the song “Black Unicorn” by 2 Chainz featuring Sunni Patterson plays.

The track is a spectacular match, with beautiful lyrics about struggle and success. And that goes a long way to making the spot feel greater than the sum of its parts—packed with a inspiring storyline about an athlete at the top of her game, rewarding to listen to and watch—even if it is also loaded with product shots that demonstrate the value proposition.

Fresh from his U.S. Open triumph, Rafael Nadal comes on like the candy man in ESPN's latest tongue-in-cheek SportsCenter spot from Wieden + Kennedy in New York. Network personalities John Anderson and Bram Weinstein just can't figure out why Rafa is such a chick magnet around the ESPN offices. Could it be his tan? His dimples? Keep your shirts on, gentlemen, because the answer comes at the end, when we learn that it's the sweet, sweet stuff in Nadal's big, shiny cup that keeps them coming back for more. Roger Federer's commercial performances, even when he's pimping Lindt chocolates, are never as tasty.

Britain had to wait 77 years—until Sunday's win by Andy Murray—to celebrate another British male singles champion at Wimbledon. So, BBH London should feel fortunate that it had to wait only four years to add the proper ending to its now-famous Wimbledon commercial for Robinsons drinks. The spot, which dreams of the day when a British player would once again win the prestigious London tennis tournament, was originally put together in 2009. Murray made it to the semifinals that year, losing to Andy Roddick. He made it to the semifinals in each of the following two years as well, reaching the final in 2012, only to fall to Roger Federer. This year, finally, he triumphed—over Novak Djokovic. "Worth the wait, wasn't it?" says BBH's newly added voiceover at the end.

I did not. Maybe the trophy will get lucky tonight! RT @jode_d @andy_murray did you go to sleep with the trophy in bed next to you? #AskAndy

— Andy Murray (@andy_murray) July 8, 2013

CREDITS
Client: Britvic Robinsons
Campaign Name: Wimbledon "Imagine"
Original Client: Lesley Davey, Brand Director
Current Client: Helen Gorman, Brand Director

Original Launch: June 1, 2009
Updated Film: July 7, 2013

Original BBH Team:
TV Producer: Ben Davies
Account Director: Sylvia Pelzer?
Account Manager: Corina Cuddihy
Account Planner: Nina Rahmatallah
Engagement Planner: Darius Karbassion
Creative Director: Nick Gill
Creative Team: Daniel Schafer, Copywriter; Szymon Rose, Art Director

Original Production Team:
Production Company: Blink
Director: Benito Montorio
Director of Photography: Antonio Paladino
Postproduction: Phil Oldham @ Absolute Post
Editor, Editing House: Andy Mcgraw @ Cut and Run
Sound: Aaron Reynolds @ Wave

Ken Solomon apologized after an angry e-mail to his staff about the decision was published on Deadspin.

The latest assault on the fraying broadcast sports model came Thursday when ESPN announced it would pay $825 million over 11 years for complete control of the tennis tournament.

Une belle idée imaginée par Antiono Correa pour le staff de « Denia Salu Tennis Academy », en transformant le format d’une carte de visite traditionnelle en un véritable terrain de tennis. La carte a été remis plié en 2 et lorsqu’elle s’ouvre, elle devient un terrain. Deux modèles ont été produits en terre battue, et en dur.

L’agence Ogilvy & Mather Hong Kong a pensé cette superbe campagne print pour la Beijing Sports Radio. Utilisant les différents environnements sportifs pour créer des phylactères, représentant ainsi le dialogue et le commentaire sportif, ces visuels sont à découvrir dans la suite.

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Découverte du jardin The Pothole Gardener, un projet fort sympathique cherchant à créer du Guerilla Gardening. Avec des créations minuscules au coeur de Londres, ces installations florales drôles et très réussies sont à découvrir dans la suite de l’article.

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