McCann and a team of back-up IPG-ites were appointed as the All England Lawn Tennis Club’s first brand agency in January with a brief to make Wimbledon the “world’s premier annual sporting event.” They’re kicking off with a spate of online films titled ‘In Pursuit of Greatness.’
You don’t expect anything too lively under such a moniker. Instead what you get are some self-referential – and reverential – films including one from the CEO Richard Lewis:
This is what we used to call a corporate video.
‘The Ballboy’ is a bit more lively, at least there’s some tennis in it.
But ‘The Groundsman’ is another po-faced slog up Murray Mount.
For finals weekend (July 9-10) there are some films aimed at the US, explaining how to enjoy it in the traditional British way (which most of us don’t, of course). But at least they’re rather lighter.
McCann London CCO Rob Doubal says: “Wimbledon is truly unique. It’s genuinely been an honour developing a brand platform for The Championships. ‘In Pursuit of Greatness’ and everything that it entails, was easy to arrive at because it’s the truth. I’ve been astounded by the reality of the Club and hope that the world will be too.”
AELTC head of commercial and marketing James Ralley says: “Everything we do at The Championships is in the service of our greater aim – to constantly raise our standards. In Pursuit of Greatness embodies the behaviour and values of everyone involved with Wimbledon, from our people to the players and many more.”
But isn’t advertising supposed to look outwards rather than inwards?
New balls please!
MAA creative scale: 4.