Tuesday, June 24, 2008

LFAH? Not Me

OK, enough nakedness for now, at least until a streaker makes an appearance on Centre Court.

Here are my thoughts from Day 2 at The Championships:

In other news, the new "Looking for a Hero?" advertising campaign put out by the WTA Tour has made its debut and is so terribly bad that instead of having 23 people in the stands for the Tour Championships in Doha this fall, there will probably be 14 or 15, instead.

Here's my problem: the WTA just doesn't get it. There's nothing appealing about these women just running around the streets of Rome that makes me more interested in them. If you want me to think they're ordinary, make them ordinary. If you want me to think they're superheroes, make them superheroes. But watching Jelena Jankovic run through a rotating door looking awkward and almost smiling into a "this-is-ridiculous" laughter is flat out boring.

It will, however, be interesting to see how this campaign does for the tour. They are spending millions of dollars on it, and hope to reach new corners of the globe. But, I wonder how much people who haven't been attracted to tennis beforehand will really be drawn in by these commercials?

And, finally, shouldn't the WTA be focusing on the tennis that these women play? Instead of trying to build up these stars as bigger than life off the court, shouldn't the tour showcase how they play on it? To spend $75 million marketing women as individuals instead of the game that they play? I guess to me it just shows how much weight the WTA has thrown behind its "stars." Which, in looking at the recent past (Justine, Martina, Jennifer, Kim anyone?), is a dangerous move.

"Looking for a Hero?" 60-second TVC

"Looking for a Hero?" 30-second TVC #1

"Looking for a Hero?" 30-second TVC #2

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