Creative in association withGear Seven

180 Amsterdam Brings a Racket to a Gun Fight in New ASICS Tennis Film

Creative Agency
Amsterdam, Netherlands
Campaign takes tennis star Gaël Monfils off the court & into a high-pressure urban environment

Today sees the global unveiling of ASICS tennis campaign; ‘It’s a tough game. Go smash it.’, starring French tennis player Gaël Monfils.  The ambitious, integrated campaign consists of a TV-commercial, print and digital ads, conceived by creative agency 180 Amsterdam. It has been released to coincide with the start of the European clay court season and introduces the new ASICS GEL-RESOLUTION 6 tennis shoe to the international market. 

ASICS global brand ambassador Monfils, known for his showmanship and high-risk shotmaking, has been transported from the tennis court to a fast-paced, urban environment where he competes against a group of cunning opponents. Outnumbered but never outplayed, as balls are launched at him from all angles, at lightening-fast speed, Monfils produces a powerful and entertaining performance, enabled by the new ASICS GEL-RESOLUTION 6, which provides the stability, agility and endurance he needs to play the game on his terms.

Tennis is one of ASICS’ global focus sports categories.  This campaign will broaden the brand's continuously growing sport performance positioning, in addition to running.

180 Amsterdam was tasked with the challenge of highlighting the agility and endurance that ASICS gives tennis athletes, in a way that would break the formula for traditional sports advertising.

The campaign, which was shot in Amsterdam, in partnership with director Thor Saevarsson, with Brenninkmeijer & Isaacs Amsterdam, comprises TVC, outdoor, print and online elements, launching this month. This bold campaign follows the brand running campaign “It’s a big world. Go run it.”, which launched globally in February 2015.

ASICS’ global brand ambassador, Gaël Monfils, comments: “Tennis for me has always been about enjoyment. So, I’m excited to offer a different perspective on tennis, with the video demonstrating the required skills and intense product demands. 2015 started off really well for me and I look forward to getting the best out of my game, especially with my favourite tournament - French Open - starting soon.”

Al Moseley, President and Chief Creative Officer, 180 Amsterdam, adds: “This campaign represents the second stage in what will undoubtedly be a pivotal year for ASICS, as it cements its position as the number one brand partner for sportspeople of all disciplines, who share a passion for their performance.

“The ambition for 180 Amsterdam was to bring this intensity to bear on the campaign in a way that would both entertain and galvanise sports enthusiasts around the world." 

The TV commercial will launch on major TV channels around the world, and will be broadcast on Eurosport and other channels during the European clay court season.

Agency / Creative
Post Production / VFX
Music / Sound
Work from 180 Amsterdam
Speed of Yellow
The Demand
Al Jazeera