Wimbledon's agency of record, McCann, London, has created some "beautiful new animated work" celebrating the Grand Slam event's history, and the trailer is an "amuse-bouche to a broader creative content play" that celebrates the 150th anniversary of the All England Club, according to Doug Zanger of ADWEEK. The timeline -- from "bedecked-in-long-pants-and-dresses through to the TV age and more contemporary winners like Billie Jean King, Bjorn Borg, Chris Evert, John McEnroe, Pete Sampras, Steffi Graf, Serena Williams and others -- is both anthemic and epic, befitting a tournament of such stature." The work is also a "continuation of Wimbledon’s 'In Pursuit of Greatness,' brand position, which is in its third year" (ADWEEK.com, 6/11). In London, Kyle O'Brien notes three versions of the trailer with "different player combinations have been produced for various broadcast and fan markets, and the trailer will be followed by a series of content films rolled out across social media that focus in greater depth on three key areas of Wimbledon: the gardens, the Ticket Resale Scheme and the famous Queue" (THEDRUM.com, 6/12).
