With two weeks to go until Wimbledon, its operator, The All England Club, has released a film that aims to build global anticipation around the tennis championships.
Created by McCann London and directed by Scott Lyon at Outsider, the well-crafted ad shows the preparations that go into making the event, starting a whole year before. Ball boys and girls are put through their faces, grass is grown, mown and cut with scissors, sandwiches, strawberries and Pimms are stockpiled. Above it all, Murray and Federer are seen waiting, like gods about to do battle. If you're a lawn tennis fan, this should definitely get you salivating.
The main ad, running on broadcast and out of home media, will be supported by five content films, due to be released in the week before and during The Championships, each one focusing on a different Wimbledon tradition.