Robinsons Launches Campaign On Hopes For U.K. Wimbledon Winner
U.K.-based soft drink brand and Wimbledon sponsor Robinsons has launched "Imagine," a TV campaign via BBH, London, "playing on hopes that this year's tournament could provide the first British men's singles champion" since the late Fred Perry won the event in '36, according to Mark Sweney of the Manchester GUARDIAN. Robinsons, which has sponsored Wimbledon for almost 75 years, has created an "evocative 60-second TV ad featuring viewers tensely watching an unnamed British player," presumed to be Andy Murray, on "the verge of winning the Wimbledon final." The ad "closes with scenes of mass celebration," as a voiceover reads, "It will happen again and we will be part of it" (Manchester GUARDIAN, 6/2).
SIGN OF THE TIMES: In N.Y., John Martin noted there are 24 "giant panels, measuring about 12 feet by 14 feet each" inside the Porte d'Auteuil metro station near Roland Garros in Paris, and "each year nearly all 24 panels are filled with tennis advertising" during the French Open. But this year, "not a single panel carries a tennis ad." Also, two tall apartment buildings that "loom over the thousands of cars and people passing through the Porte d'Auteuil every day" located near the tournament site traditionally feature "giant photos of players down the sides of the buildings" from ad agencies. But this year there are "only empty brick walls." Still, Martin noted at the tournament site it is "business as usual," as French Open Tournament Dir General Gilbert Ysern said that "every ticket had been sold" (NYTIMES.com, 6/1).
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