Wimbledon is back this year after a pause last year due to the pandemic, and to build buzz ahead of the tournament starting next Monday, a new film celebrates the international and diverse makeup of its fans.
While the ad from the All England Lawn Tennis Club starts with a very British scene—a man barbecuing in the rain watching tennis on TV—it goes on to show fans around the world getting in on the traditions around the tournament.
There's a woman in the U.S. decorating a Wimbledon cake; a man in his apartment in Asia opening cans of new balls instead of beer; an American dude asking for strawberries in a deli; a man in Thailand riding a bike decorated in Wimbledon colors.
The spot was created by McCann and directed by Us via Academy. The idea is to celebrate Wimbledon fans taking the traditions for which the tournament is known and loved and make them their own; Wimbledon will also be encouraging people including the players, to share their #WimbledonThing on social media.
However, emphasizing people watching at home is also a safe bet, as plans for the capacity of crowds at the event remain uncertain. At the moment, the finals are set to be played in front of a full crowd, but earlier matches feature reduced capacity seating.
“As we continue to work hard to provide final confirmation of our plans for this year’s Championships, we are delighted to express our excitement and enthusiasm for Wimbledon 2021 through the launch of our campaign, ‘It’s a Wimbledon Thing,’" said AELTC Chief Executive Sally Bolton in a statement. "Last year’s cancelation provided a timely reminder of the immense passion that our fans have for Wimbledon, brought to life through the many different traditions they re-created, all around the world. This year’s campaign aims to put this fandom at the heart of our narrative, and we are really looking forward to everyone engaging with Wimbledon again, in whatever way you choose, when The Championships begin."