The ATP has unveiled a new advertising campaign to mark the start of the 2011 ATP World Tour season. Featuring superstars such as Rafael Nadal, Roger Federer, Novak Djokovic, Andy Murray and Andy Roddick, "GAME ON" captures the raw emotion, athleticism and individuality of the world's greatest tennis players, as they compete in 63 events covering 32 countries and six continents.
GAME ON places ATP World Tour stars in a spectacular fantasy stadium, a modern-day coliseum, showcasing them as warriors taking part in an epic battle. Each and every match is a dramatic encounter, where players fight to the end in front of the roaring crowd. This sense of excitement, urgency and commitment is communicated through the phrase "GAME ON. Every shot. Every point. Every game counts".
The campaign features a range of above and below-the-line executions including a 30-second television spot, player vignettes, print ads, posters, billboards, and web and mobile treatments. The new look will be incorporated across all ATP World Tour communications channels including ATPWorldTour.com, ATP World Tour Uncovered, and published materials such as the Media Guide and Year Book.
Created as a flexible central resource that can be utilised by any of the global tour's 63 tournaments, the campaign can be adapted to include any player featured on the ATP World Tour. The creative also will be customized to promote the tour's season-ending finale at The O2 in London, the Barclays ATP World Tour Finals.
The campaign was developed with The Big Shot agency in London.