The tagline, "It's a different game out here," attempts to capture the energy and emotion of the event.
Thirty-second spots will run nationally on Viacom's CBS network and Vivendi Universal's USA network. Color and black-and-white ads will run in The New York Times, New York Daily News and Newsday. Ads also will appear in USTA Magazine, Tennis Magazine and Tennis Week.
Havas' Arnold McGrath, New York, handles.