Ahead of the Australian Open tennis tournament starting in Melbourne, Nike London has released a new social ad supporting Emma Raducanu, the British winner of the U.S. Open with whom it has a sponsorship deal.
The 20-second spt, which debuted on Instagram, shows Raducanu playing on court as different words appear behind her in white on a black wall. They illustrate the comments, both positive and negative, that she's had since her Wimbledon debut and subsequent victory at Flushing Meadow in September.
"Distracted" and "Perfect;" "Fluke" and "Flawless" and "One hit wonder" hint at the harsh criticism she's received as well as the high praise that puts pressure on the 19-year-old to perform. Raducanu ignores the background as she contines to smash the ball. The video concludes with the words disappearing and the tagline "World Off. Game On" followed by the Nike logo. The ad was created by Wieden + Kennedy London and directed by Crowns & Owls via Noir Productions.
Nike signed a deal wtih Raducanu before her U.S. Open success; since then the half Chinese and half Romanian athlete has signed further sponsorship agreements with a raft of brands including British Airways Evian, Dior and Tiffany & Co.
The idea is reminiscent of Under Armour's award-winning "I Will What I Want" campaign from Droga5, which included a spot starring supermodel Gisele Bundchen pounding away at a heavy bag against a backdrop of social media comments both negative and positive.