John McEnroe Replaces Gimelstob In New USTA Ad Campaign

USTA Adds McEnroe To U.S. Open Series Ad Campaign

USTA Chief Exec of Professional Tennis Arlen Kantarian "persuaded" Int'l Tennis HOFer John McEnroe to help with an ad campaign to promote the Olympus U.S. Open Series after the USTA "decided to kill the ads" featuring ATP BOD member Justin Gimelstob after Gimbelstob's insensitive remarks last month about female tennis players, according to Matthew Futterman of the WALL STREET JOURNAL. The USTA, which had "originally wanted Mr. McEnroe for the campaign but feared he would be too expensive, went back to the former player and pleaded." However, the "recruitment of Mr. McEnroe wasn't without irony: A player who used to toss rackets and rail at officials was being hired to project a cleaner image than the one Mr. Gimelstob could offer." Three days after inking a deal with McEnroe, the USTA and Arnold Worldwide "shot new footage, which they digitally inserted into the existing ads, which debut Friday." In the redone ads, McEnroe "dons several of the personalities he assumes in his life, including the unappreciated former star, rock n' roller, and the reluctant elder statesman." In one ad, McEnroe is "holding the same 'World's Greatest Tennis Player' coffee mug" and tells ATPer Roger Federer he has had it since '81. McEnroe then "offers to play Mr. Federer for [the mug]." In another spot, McEnroe "appears to harass Rafael Nadal as he drives a bus, jamming on a guitar and lifting weights just a few feet behind an annoyed Mr. Nadal." McEnroe said of shooting the ad campaign, "They should have asked me in the first place. The U.S. Open has always been close to my heart." McEnroe will "donate what he called the 'minuscule amount' he was paid to his foundation" (WALL STREET JOURNAL, 7/25).