‘It All Adds Up’ crunches the numbers on what goes into winning and shows the grit and glamour of the sport in a bid to hook new millennial and Gen Z fans.A new global campaign for the ATP Tour tennis tournament will feature four broadcast and digital spots and a hero film. The film combines the soundtrack of a tense game with a typographic explanation of some of the numbers behind the game.The idea is that a player’s ranking is the summation of every point, serve, winner and drop of sweat, according to Wieden+Kennedy London. Want to go deeper? Ask The Drum The agency’s creative director, Juan Sevilla, said: “We purposefully set out to develop a different visual language that would help set the ATP Tour apart from the many, many other sports brands that use match footage.” [embedded content] Further videos are planned to follow the launch film, based around four themes: different drama, fierce feuds, struggles and successes and tournament spectacle. These are supported by further assets, including player profile films. [embedded content]

‘It All Adds Up’ crunches the numbers on what goes into winning and shows the grit and glamour of the sport in a bid to hook new millennial and Gen Z fans. [embedded content] Want to go deeper? Ask The Drum Further videos are planned to follow the launch film, based around four themes: different […]

‘It All Adds Up’ crunches the numbers on what goes into winning and shows the grit and glamour of the sport in a bid to hook new millennial and Gen Z fans.
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Want to go deeper? Ask The Drum

Further videos are planned to follow the launch film, based around four themes: different drama, fierce feuds, struggles and successes and tournament spectacle. These are supported by further assets, including player profile films.

The idea is that a player’s ranking is the summation of every point, serve, winner and drop of sweat, according to Wieden+Kennedy London.The agency’s creative director, Juan Sevilla, said: “We purposefully set out to develop a different visual language that would help set the ATP Tour apart from the many, many other sports brands that use match footage.”

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A new global campaign for the ATP Tour tennis tournament will feature four broadcast and digital spots and a hero film. The film combines the soundtrack of a tense game with a typographic explanation of some of the numbers behind the game.