Tennis Australia promotes tennis as a sport to play for life in new spot via Cummins&Partners
Tennis Australia has launched a brand new television commercial Play for Life, as part of its new ANZ Tennis Hot Shots marketing campaign via Cummins&Partners.
The television commercial is part of an integrated marketing strategy that includes national and metro TV, radio and digital to drive awareness of ANZ Tennis Hot Shots, Tennis Australia’s official development program for children aged five to 12 years of age.
The marketing campaign focusses on how other sports and games in childhood do not necessarily transcend into adulthood with tennis being a game you can Play for Life.
Says Craig Morris, director of participation at Tennis Australia: “What sets tennis apart from other sports is that you can truly play for a lifetime. The new campaign encourages children to play tennis by signing up to the ANZ Tennis Hot Shots program. Since it was launched in 2008 the program has experienced rapid growth and now has close to 200,000 participants, making the program one of Australia’s most popular sport participation programs for children.
“We’ve introduced the new campaign now with summer and the Australian Open both on their way, making it the perfect time for children to sign up and start enjoying tennis.”
Directed by Micca Delaney the television commercial uses a comical vibe to showcase adults looking slightly out of place participating in children’s games, such as duck duck goose, skipping and playing at the park. The children in the commercial dismiss the adults playing children’s games and are shown to be having fun while they take part in ANZ Tennis Hot Shots.
Says Morris: “Play for Life is about showing how tennis can be enjoyed from childhood into adulthood and it all starts with ANZ Tennis Hots Shots.”
The television commercial will air throughout September 2015 across Australia.
Agency: Cummins&Partners
Producer: Naomi Nienaber
Copy Writer: Adam Slater
Art Director: Regina Stroombergen
Executive Creative Directors: Ben Couzens & Jim Ingram
Group Account Director: Hayden Isaacs
Senior Account Director: Polly Aspinall
Senior Account Manager: Katie Franklin
6 Comments
Wow, what a step down from the basketball old people one. That one was good and this is just over acted and bad.
The old people acting young is well worn territory.
The basketball one wasn’t that great either.
This kind of stuff is what it is.
Great insight/strategy.
Shame about the execution
Yeah, nah.
Maybe if it was people in their 50s getting smashed on the footy field it would make more sense.
Then again, you probably didn’t want to piss of your other more glamorous, conflicting client.
So, what was your second thought?
And none of those things are sports.
Don’t kid yourselves it’s a lovely infomercial