ASICS’s TV Spot with tennis star Gael Monfils
By Danielle D’Onofrio | The Impressionist
Athletic brand ASICS has taken today’s sport of gladiators, tennis, and reinterpreted it as urban warfare for their latest European TV spot. The spot by 180 Amsterdam target lovers of tennis is just in time for the French Open in a co-advertising campaign with international sporting goods retailer, Intersport.
The video begins with Paris born tennis star Gael Monfils casually walking when suddenly he is shot… with a tennis ball. Monfils sprints into a warehouse with only his ASICS tennis racket and ASICS new Gel Resolution 6 sneakers to defend himslef against his attackers, who are armed with military style tennis-ball launchers.
“It’s a tough game. Go smash it” is the slogan for the campaign with Monfils, who is currently ranked 15th in the world. The video as well as the print ads do well to place Monfils in an urban environment, contrasting to the typical pristine country club courts, to make the brand more accessible. Monfils in addition is featured wearing modern, colorful ASICS apparel as opposed to the sterile white garb tennis players usually don.
While the spot feels a bit like a video game as Monfils smashes his assailants, The Impression likes the spot and hopes he also smashes his competition this summer.
Agency | 180 Amsterdam, Netherlands
Chief Creative Officer | Al Moseley
Creative Director | Dean Maryon
Copywriter | Joe Craig
Art Director | Tony Bartolucci
Producers | Susan Cook, Neil Henry, Phil Smart
Assistant Producer | Davide Janssen
Project Manager | Phil Smart
Editor | Fiona Fuchs
Offline Producer | Claire Ford
Post Production Company | Darlings Amsterdam
Head of SFX | Robert Okker
Producer | Violeta Nikolova
3D | Robert Okker, Rob Wuijster, Alex Doss
Live Action Production Company | Brenninkmeijer & Isaacs Amsterdam
Director | Thor Saevarsson
Executive Producer | Jelani Isaacs
Producer | Sytske Rijkens
Director of Photography | Baldur Eythorrson
Photographer | Ben Ingham
Producers | Matthew Lawes, Lisa Bennett
Post-Production company | 180 Amsterdam
Retouching | Loupe
Music | ‘Rock ‘n’ Roller’ by Kaleo