players including both established stars, as well as the "next generation". The campaign's tagline is a wonderful message to tennis fans and especially young girls around that world that physical, mental and emotional strength, which female tennis pros embody, can be beautiful. The very best tennis players exhibit both athleticism, as well as grace, especially under pressure.

Dewey Nicks, a filmmaker and photographer who shot a special series of female tennis stars for the New York Times Magazine, shot the campaign, which was developed and produced by ad agency, Goodby, Silverstein & Partners. The campaign, which emphasizes the global aspect of women's pro tennis, focuses on the players' personal stories, challenges and dreams, and aims to help the players establish an even stronger connection with tennis fans around the world. For example, Serena Williams explains why she brings seven outfits to each Grand Slam, i.e. one for each match all the way to the title, Kim Clijsters talks about juggling motherhood and her career, Li Na addresses the pressure of the expectations of 1.3 billion Chinese people, while Ana Ivanovic discusses growing up in Serbia during the bombings. All in all, the campaign is memorable and one that should definitely have an impact outside the lines of the tennis court...

Posted by TC at 08:39 PM || Comments (1)