Wednesday, December 21, 2011

Strong and Beautiful WTA new global ad campaign

The first in a series of advertisements for "Strong is Beautiful" - WTA's new global ad campaign - this :30 second commercial focuses on all of the characteristics necessary to become a successful professional tennis player. World No.1 Caroline Wozniacki described the video this way:
"It takes so many elements to reach the top of such a competitive sport as tennis - strength of character, discipline, and will power. All of these things define who we are as people and as athletes. For me the new campaign is able to capture the inner strength of players in a beautiful way." 

Shot by famed Los Angeles photographer and filmmaker Dewey Nicks, the stunning imagery portrays the players in a unique way with an ultimate focus on their inner strength.

Featured players: Sam Stosur, Ana Ivanovic, Li Na, Caroline Wozniacki, Vera Zvonareva, Serena Williams, Victoria Azarenka & Kim Clijsters.

'Countries', the second commercial in the "Strong is Beautiful" global ad campaign, celebrates the global reach of women's tennis yet lets us know that no matter where the players come from, all of them share the same goal - to be the best in the world.


Serena Williams' ubiquitous self confidence comes through while assuring the viewer that the only reason she brings seven tennis outfits to each Grand Slam is because she intends on wearing them all, for each match she plans on winning.


China has a population of 1.3 billion people yet they've never had a No.1 player or a Grand Slam champion. China's Li Na talks about the pressure and hope of her country's 1.3 billion people on her shoulders, yet she is willing to take on the challenge.


While balancing motherhood and professional tennis is quite challenging, Kim Clijsters has taken on the challenge by devoting 100% of herself to tennis.....and 100% to raising Jada.


Victoria Azarenka is known for her power game, using every inch of her body to crush the ball. However, it's not physical strength alone that has propelled the Belarusian up the rankings, but mental prowess too.


Like numerous other players, Serbia's Ana Ivanovic has had to overcome hardships, growing up in war-torn Serbia. Growing up in war-torn Belgrade made tennis practice difficult but it didn't deter her from striving to be the best.


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