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LTA: U In?
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The LTA and The&Partnership launch U IN?, a rallying call-to-arms to people of all ages, sizes, cultures, and skills, to get outside and play tennis. After a year where more people have picked up tennis rackets than ever before, the LTA aims to trigger a nationwide chain reaction, inspiring the public to take up tennis wherever they can, by seeing the entire world as their court. The campaign follows the launch of their brand platform 'Play Your Way' last summer – a commitment to opening tennis up to the nation. 'Play Your way' is an enduring creative platform for the LTA, designed to challenge the misconceptions of tennis and instead make it an inclusive invitation to people of all abilities everywhere to pick up a racket and have some fun. The campaign features a high-energy thirty second film which opens on a young woman heading down a lively high street – a slice of modern Britain – when phone notifications begin to ping from all directions. She is suddenly challenged by a man springing from the barber shop, hair half-cut, and a tennis racket in hand. He’s ready. At the same time, a text message from her phone appears, asking: ‘U IN?’. It’s game on. From there, the film follows a frenzy of bouncing tennis balls and eager locals, wanting to play anywhere and everywhere. They’re not bothered about being brilliant; they’re just enjoying the sport in their own way. Everyone is catching tennis fever, from a duo of schoolgirls, the local postman, right the way through to YouTuber and entertainer, Chunkz. With quick-cut montages, and out-of-this-world camera angles, it is the ultimate celebration of the sport – all to the beat of a tennis ball.
Client: LTA Related |
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