Hasta La Creative!

Los Angeles Phenomenon launched a new spot for Wilson, promoting the sports gear brand’s new “smart” Bluetooth connected football. When synced with the accompanying app, the pigskin allows its users to run professional routes and provides details such as velocity, spin rate, distance and whether the ball was caught or dropped. We imagine that last one could even help players avoid some backyard disputes.

The features are demonstrated via a scene of a group of guys pretending to be the Green Bay Packers and the Seattle Seahawks while playing a pickup game in a remote field. An announcer delivers the play by play as they face off using the features of the connected ball. The spot concludes with the tagline, “The Stadium is Everywhere.” 

While undoubtedly on the cheesy side, the spot shows several of the Bluetooth connected football’s features in a seamless way. It also both stars, and should appeal to, its target demographic. The effort follows on the heels of Phenomenon’s recent spot promoting the Roger Federer co-designed Pro Staff RF 97 racket. According to Adweek, the agency’s “The Stadium is Everywhere” campaign will continue to unfold during the NFL season, with Seahawks quarterback Russell Wilson making an appearance in a future spot. 

Los Angeles agency Phenomenon launched a new campaign for Wilson featuring Swiss tennis player Roger Federer promoting the Pro Staff RF 97 racket he co-designed. 

The black-and-white spot features fans reading letters from Federer (thus the title) while using the new racket. In what has become a somewhat tired device, one fan continues where the last left off. “If you look at me not as someone to emulate, but someone to oneday eclipse,” conclude a pair of fans, before Federer himself chimes in with “then I designed this racket for you.”

Fans of Federer will probably be pretty stoked to pick up a racket co-designed by the superstar himself. More casual fans may be less swayed by the spot’s hero worship.

The campaign includes the long-form version of the ad above, as well as a 30-second broadcast version.

Supporting the spot are digital and social media elements, including surprise engagements from Federer himself. There will also be on-the-ground activations at the U.S. Open tournament on August 27, where the rackets will be exclusively available until their retail rollout at the beginning of September.

New Wilson soccer boots. Become a hitman.

Advertising Agency: Longplay São Paulo, Brazil
Creative Director: Fernando Luna
Art Director: Alexandre Lage
Copywriter: Marcel Petroff
Photographer: Alê Torres