SBD/Issue 144/Sponsorships, Advertising & Marketing
Is Ad The Hottest Thing In Tennis Since McEnroe's Temper?
Published April 16, 2002
An ad under the "For Play" campaign for Italy-based sportswear company Ellesse, featuring 19-year-old Danish model Anine Bing in a "passionate clinch on a rain-soaked tennis court" with Spaniard Pablo Riera-Sanz, "has caused mayhem on the streets across the UK as drivers slow down to take a closer look at the huge billboards," according to ANANOVA.com. The Birmingham (U.K.) City Council has "banned the ad from appearing across the front of Birmingham Town Hall because councillors believe it is too shocking." But Ellesse Marketing Manager Ruth Stevens said of the ad, "We have had a fantastic response. We haven't had any negative feedback whatsoever." The Web site forplay.it has attracted 250,000 visitors in the week since the ad launched (ANANOVA.com, 4/15).