Tennis Australia launches the United Cup by asking fans to see the game not the gender in latest campaign via Sunday Gravy
Tennis Australia, with ATP & WTA, has just wrapped up the inaugural United Cup, a world-first mixed tennis tournament that saw the biggest names from men’s and women’s tennis, from 18 nations, playing together for equal ranking points and equal money. Working with Sunday Gravy, the team developed the platform ‘See the Game’ that encouraged fans to see past genders, and see the game as it should be played.
Tennis is one of the most progressive sports in the world, with men and women receiving equal prize money and exposure at the highest levels. The introduction of the new format in the United Cup continued to help people see past gender, with the best players united to smash barriers, playing side by side on an equal playing field – something previously reserved for the Olympics.
All the biggest players united behind the tournament between December 29th – January 8th, including Nadal, Sakkari, Swiatek and Pegula.
Working with LA based director, Scottie Cameron and global production house, The Mill, the campaign saw players removed, allowing us to witness a game of tennis without the bias of men, women or stars.
Agency: Sunday Gravy
Director: Scottie Cameron
Production: Go Atticus
Post Production: The Mill
Client: Tennis Australia
Media agency: Phd
21 Comments
I don’t get it.
If it were men v women, then yeah, maybe.
But this makes zero sense as how can you look past gender when the matches are still men v men and women v women.
Feels like the wrong campaign.
I would say tennis is one of the few sports where the viewing public don’t discriminate between female and male players. Not sure who this campaign is aimed at.
Love the film and the line and outdoor is solid. Good to see Tennis pushing things creatively.
As a tennis fan, I found the actual tournament a bit strange/confusing to watch on TV. Just seemed to be on the whole time without much insight into what was happening in the broader context of the tournament. Hopefully it’s back next year though. Nice to have something on in the background during the hot summer days.
Nice to see a tennis campaign that isn’t all about the celebrity status of the players for once. Interesting spin.
Men and women played in teams … together.
I can see what the agency has done. Nice take on it imo. I would have put a VO on it. That’s just me.
The idea doesn’t make much sense to the event, but I really like the execution.
Thought this was lovely stuff. I do t get the take out that you’re not seeing sexes because the prize money is equal. But I like the technique and it’s nice to see something different for tennis.
Yeah agree that gender issues is hardly a problem worth solving for tennis. But the design… dude… what the actual? That’s quite bad.
This is unexpectedly high-end for Tennis Australia.
As long as the game doesn’t run past three sets
Eyes rolling so far into the back of my head I think I might be on the brink of an aneurism over here.
Nice work Scottie!!
How is this tennis like I’ve never seen before? I watch the mixed doubles all the time.
Where is your long winded manifesto that over explains the idea? Ahhhh. Simple craft is a forgotten art. Love it.
make the entire mens draw wear skirts
Ad agencies really need to stop spreading manipulative guilt-trips at every opportunity. Stop trying to create divide and just let us enjoy the sport.
Haven’t you heard of the Hopman Cup, men and women compete in teams, singles and mixed, why is this groundbreaking???
Tennis is already well integrated and having women and men involved at the same time is pretty standard for the biggest tournaments. Feels like they are trying to make an issue by piggy backing on the gender focus out of the US. No mention of the countries involved would have me wondering if my country is even playing and no images of any of the players makes me wonder if its any good.
A new idea needed
This is really good! Nice work Sunday Gravy.
Have a sick one