There has never been a better time to play. Tennis, that is. To tout the surging popularity of the sport – thanks in large part to the formidable skills of Novak Djokovic, Rafael Nadal, Roger Federer and Andy Murray – Tennis Channel tasked creative agency Oishii Creative with creating a full-page print ad, which ran in Advertising Age’s Annual Cable Guide on May 7th.
“Oishii was able to translate the powerful sentiments of a recent Wall Street Journal tennis column into a visual representation of the sport’s unprecedented strength today,” said Robyn Miller, senior vice president, marketing, Tennis Channel. “The piece not only captures the way so many people feel about the sport we cover every day, but also anchored our Upfront-presentation rollout during a time of critical network focus from within the advertising community. It was great working with them; they more than delivered.”
The ad’s concept draws inspiration from sports columnist Jason Gay’s recent article on “Why Tennis Rules the Earth,” which appeared in the Wall Street Journal on January 30th, and the iconic image of Djokovic ripping off his shirt in celebration of his epic win over Nadal at this year’s Australian Open. The ad also quotes Sports Illustrated, the Washington Examiner and the New York Times, which praise Tennis Channel for successfully elevating the visibility of the sport.
“This project is a prime example of our flexibility and connection with our client,” says Ismael Obregon, Oishii Creative Principal & Creative Director. “The Tennis Channel was expanding its reach as a network, and called on us to create an ad using the Wall Street Journal headline as the tagline. We took advantage of the short turnaround, jumping in and finding a stylized way to capture the message both visually and through written word. The fiery lava field around Djokovic represents the idea of tennis taking over the Earth. We used dramatic colors – different from the network’s color palette — to indicate the exciting and unprecedented changes happening in the sport.”
Client: Tennis Channel
Project: Advertising Age 2012 Annual Cable Guide – Full Page Ad
Advertising Agency: Oishii Creative
Creative Director: Ismael Obregon
Producer: Greg Heffron
Graphic Designer: Josel Cruz
Stock Footage: Getty Images
Technology: Adobe Design Suite CS5 (Photoshop, InDesign)
About Oishii Creative
Oishii Creative is a full-service creative agency specializing in building and evolving brands for leading entertainment and consumer companies. We combine keen strategic insights with compelling creative and the latest technology to forge unique visual solutions. Recent clients include the NFL Network, Discovery Channel, Ovation, EA Sports, Nicktoons and Disney. www.oishiicreative.com
