Hasta La Creative!

Merkley & Partners launched a new spot for Mercedes-Benz imagining tennis star Roger Federer in different eras, entitled “Roger Federer and the SL. Timeless Legends.”

The mockumentary-style spot opens on the host of the “Legends of the Game” segment introducing Federer, followed by black and white footage of 50s-style Federer, complete with pomade, white linen and a classic Mercedes. As the spot progresses into other eras it pays homage to other tennis greats, with Federer cursing and abusing water coolers a la John McEnroe and later aping the likes of Andre Agassi and Björn Borg. 

For each version of the star, the agency and B-Reel Films director Jeffery Plansker manage to work in the era’s version of the Mercedes-Benz SL. At times this feels a bit forced, the intent of the mockumentary device to show how the vehicle has held its quality over time a bit too apparent. The mokcumentary format itself feels a bit flat at its worst moments, as well. But the spot also includes some pretty entertaining/off-the-wall moments, with Federer posing suggestively with racket (sans shirt) and as Agassi answering an oversized phone coming to mind. 

Credits:
AGENCY: Merkley & Partners
CEO/Partner: Alex Gellert
Chief Creative Officer/Partner: Andy Hirsch
EVP, Group Creative Head: Chris Landi
Creative Director: Kirk Mosel
Senior Producer: Alex Kobak
Account Director: Francesco Deluca

PRODUCTION COMPANY: B-Reel Films
Director: Jeffery Plansker
Executive Producer: Michael McQuhae
Producer: Jay Shapiro
Director of Photography: Neil Shapiro
Editor: Noah Hertzog

In an effort to hype its annual two weeks’ worth of Wimbledon coverage (which begins next Monday), ESPN launched a promo to herald the fortnight of tennis’s most prestigious tournament.

The Disney-owned, self-proclaimed “worldwide leader in sports” has re-teamed with creative agency 77 Ventures (remember this?) for the new ad, which poses the question “Which Side Are You On?” in what is almost certainly NOT a nod to the history of the organized labor movement.

In a matter of 30 seconds, ideally cast British actor Alexander Campbell takes us around the All England Club’s hallowed Center Court while discussing the traditions and nuances of the tournament such as the all-white attire, the strawberries and cream consumption and again, the term “fortnight.”

While exploring Wimbledon history, our protagonist touches on player contrasts amid interspersed footage of your usual suspects including Roger Federer, Novak Djokovic and Maria Sharapova.

ESPN appears to have your Wimbledon tournament itself covered with 140 hours of action on TV and 1,500 (!) more on ESPN3.

The network will also run five more ads in this series; each promises to offer viewers “a study in contrasts” between the players’ fierce on-court displays and the “revered, pristine nature” of the event itself.

Client: ESPN
Campaign: ESPN Wimbledon
Agency: Seventy Seven Ventures
Chief Creative Officer: Galen Bernard
President / Writer: Michael Haje
Creative Director: Rachel Heussenstamm
Producer: Hyde Harper
Production Co: Gorgeous
Director: Tom Carty
Exec. Producer: Maddi Carlton
Producer: Ciska Faulkner
Director of Photography: Daniel Landin
Post Production Co: Molehouse
Editor: Andrew Jenson
Sound: Eric Brown

Imagine que em algum lugar do mundo existe um Centro para Atletas Superiores, frequentado por alguns dos principais esportistas do mundo, como Lionel Messi e Roger Federer. É lá que os jogadores de futebol e tênis se encontram por um acaso – e até acabam se enfrentando, no novo comercial da Gillette.

A história começa quando uma maleta transportando lâminas de barbear com bandeiras de diferentes países é entregue no local. O primeiro a experimentar um dos barbeadores é Federer, que imediatamente se vê em uma luta de sumô. De volta à realidade, ele nota a bandeira do Japão. Em seguida, Messi tem uma experiência parecida com o críquete, já que pega o aparelho da Índia.

Trading Places coloca os atletas em esportes tradicionais de diferentes países, até que sobram apenas dois barbeadores, Argentina e Brasil, que têm em comum o mesmo esporte. Chegou o momento da dupla se enfrentar. Quem será que leva a melhor?

Post originalmente publicado no Brainstorm #9
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No, it’s not the ass-whooping you’re thinking of that he received from back in the day. We can’t really expound this time, though, except to say the timing is perfect with this latest EA Sports spot from San Francisco-based Heat for the former’s Tiger Woods PGA Tour 14 installment. Woods, if you didn’t know, won his eighth Arnold Palmer Invitational title yesterday in his home turf of Orlando and reclaimed his throne as the top-ranked golfer in the world in the process. Not sure if he’s doing his own stunts or that his sports star acting skills are on par with his good pal, Roger Federer, but we’re sure those are Arnie’s knuckles cracking. Credits after the jump.

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