Anyone who has ever watched a tennis match (intently) knows that a good chunk of it is silent observation. Yes, the quiet is tense as supporters pray their favorites will score a point, but the outbursts when they do resonate throughout the space. Adidas Tennis toyed with this idea last march as the French Open approached, dubbing its new movement #smashthesilence. In the accompanying spot, French dynamo Jo-Wilfried Tsonga and Serbian powerhouse Ana Ivanovic demonstrated their explosive talent.
The pro athlete sponsor returned yesterday, on Wimbledon's opening day, with part two. This spot's star is Wimbledon reigning champion Andy Murray, whose Cinderella story touched Brits (and non-brits) hearts last year. Kevin Spacey was tapped as the voiceover -- the American screen and stage actor is a bit of an ad favorite this year -- as Murray shows off his power.
For those wondering what Spacey has to do with tennis -- or England, for that matter -- recall his run as artistic director of London's beloved Old Vic Theater or his success playing the powerful and relentlessly ruthless Frank Underwood on House of Cards. It seems tennis isn't just for gentlemen (and women) anymore. The quiet is just a precursor to the boom.