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Sony Ericsson launches major global tennis TV commercial |
Sony Ericsson, global title sponsor of the WTA Tour, announced today the launch of a global marketing campaign for its new Cyber-shot™ phone that includes “Never Miss a Shot,” a high-paced TV commercial featuring Tour stars Ana Ivanovic and Daniela Hantuchova. The commercial, which will take the international promotion of women’s tennis to a level never before seen in the sport, will be supported by an integrated global press and print campaign, as well as point-of-sale, digital and viral marketing activities which focus on the advanced product features of the new Cyber-shot™ phone.
The TV commercial, which can be viewed on the internet at www.nevermissashot.com from today and will air on television in over 25 countries throughout the world, is Sony Ericsson’s first commercial to feature tennis and is a further indication of the
commitment of the Tour’s title sponsor to promote women’s tennis on an unprecedented global scale.
Today’s announcement follows the unveiling by Sony Ericsson of a series of groundbreaking technological and television innovations at the Miami tournament in March aimed at enhancing the sport for television and live viewers (including electronic
line calling, pre-match player interviews, interviews with coaches, wireless microphones on players during practice, and more and better on-court microphones).
The ‘Never Miss a Shot’ commercial focuses on a tennis match across the rooftops and skyscrapers between Ana and Daniela. The game begins when a sunbathing Daniela hears a tennis ball being hit by Ana on an adjacent rooftop. Daniela immediately leaps up from her sun bed, grabs her racket and runs to return the ball, with the match beginning and a dramatic rally unfolding. The city’s ‘roof-scape’ becomes the two players’ tennis court, as they find themselves leaping from building to building, using the edges of the roofs as a base line and volleying over nets made from roof top advertising signs. A man in a nearby office block talking on his Sony Ericsson Cyber-shot™ phone looks out the window to see Daniela leaping down from the building above. He captures a dramatic image with one click of his phone. The advanced Cyber-shot™ camera module
inside the phone means he gets the perfect picture and his colleague can’t believe he missed out on such an amazing photo opportunity.
“This advertisement is about freedom to do what you want in life, taking away the rules and living it to the full. Tennis is a game normally constrained to a court. We have taken away those boundaries and let the game go where it wanted,” said Dee Dutta, CVP & Head of Marketing for Sony Ericsson. “The freedom to be totally mobile, constantly in-touch and able to take and share quality pictures anytime, anywhere, is what the new Sony Ericsson Cyber-shot™ phone is all about. Rooftop tennis is about challenging people’s current perceptions of tennis as a sport bound by courts & nets and at Sony Ericsson we want to challenge consumers to think more innovatively about how they can use their mobile phones. This commercial also celebrates our association as the title sponsor of Sony Ericsson WTA tour."
“Sony Ericsson has once again demonstrated its commitment to promoting women’s tennis on a scale and with a level of creativity that the game has never seen before,” said Larry Scott, CEO of the Sony Ericsson WTA Tour. “Sony Ericsson has already taken innovative steps that have made watching women’s tennis on television even more entertaining for fans. This TV commercial is a fantastic promotion of our players and the excitement of the game, and will help women’s tennis continue to gain in global popularity.” |
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