Tennis in the UK has been marooned in its middle class image for decades despite numerous attempts to escape it and now The&Partnership has been enlisted by the LTA (Lawn Tennis Association) to try to break the mould.
Not easy making ads in lockdown about tennis but agency and production company Outsider have given it a good go with lots of balls, whacked around by evidently inexpert players in ‘Play Your Way.’
LTA marketing and commercial director Richard Daish says: “Tennis has always been a fun, engaging sport, but not everyone feels like they can play. Play Your Way will show that tennis can be played in any way, by any one, no matter their experience or understanding of the game. The campaign gives us a chance to drive people to the entry points of tennis.”
T&P ECD Yan Elliot says: “We felt that the best way to encourage people to play was to take the stigma out of not being very good. Our message is clear; get out there and give it all you’ve got. If it happens to stay in the court, then so much the better, but don’t stress about it. Just play your way.”
T&P has always been good at nailing down a route to market for its clients. Under Elliott and Micky Tudor the creative is beginning to match.
MAA creative scale: 8.