by Beth Rifkin
Spectacular thrill rides - death-defying stunts - amazing high-tech gadgets - breathtaking escapes - preventing global disaster---2007 was quite a year for the ATP! And just when it seemed another save wasn’t possible, they gracefully eluded danger once again with “FEEL It”!
An adrenaline-charged adventure, “FEEL IT” is the ATP’s new cutting-edge multi-million dollar global advertising and marketing campaign that uses wild animals, fire and waves to emphasize the power and intensity of the ATP Tour. Special effects are used throughout the multi-media crusade to produce spectacular visuals and video footage. The ATP even recruited a special ops force to execute their do or die mission; one spot shows David Nalbandian smashing a giant racquet into a bench and an Andy Roddick outdoor ad has the pro serving tennis balls that go through a bus shelter like bullets.
Led by ATP executive chairman & president Etienne de Villiers, “FEEL IT” is the first big step taken to change pro tennis’s low-profile image. The lethal visuals grab your attention while also better tell the story of pro tennis and the players. Effects such as flames coming off player’s racquets show the power, intensity, passion and emotion that is the ATP Tour.
An international incident in itself, the ATP Pro Tour is played in 30 different countries over 11 months, something missed by those only watching the four Slams. “We wanted to appeal to the die-hard tennis fans while also engaging the casual fans – those that only pay attention to the Grand Slams.” explains George Ciz, ATP Director, Business Development. “Tennis is a one on one battle between two athletes that go head to head with each other. The campaign emphasizes that it’s not just about the individual players, but rather it is the aspect of the sport that is so exciting.”
On ATPTennis.com, Phil Anderton, ATP Chief Marketing Officer explains, “Anyone who has sat a few yards away when a player like Andy Roddick or Roger Federer serves a tennis ball knows there are few sports that can rival men’s tennis for sheer excitement, intensity and power.”
What’s next? Maybe the ATP will take on an evil mastermind in a blood-charged battle to end his reign of terror and prevent global pandemonium!? Just be careful next time you’re sitting on a park bench or waiting for a bus.
Roger Federer “FEEL IT” image: atptennis.com
