Sony Ericsson has launched a “landmark” advertising campaign starring more than 30 tennis players to support its association with the Women’s Tennis Association. The ad, which was launched yesterday (June 18), will break in 75 countries over the next 18 months.
The mobile operator says it is the “single largest commitment to promote the Sony Ericsson WTA Tour players” in tour’s history. It will invest $15m in the campaign over the next three years.
It will include TV, print, digital and viral advertising, which has been created by a creative team led by WPP Group, including Grey, Schematic and GCI Group, and commercial director Matthieu Mantovani. It is not clear if UK incumbent McCann Erickson was involved.
The ad was shot in Rome at the start of the Internazionali BNL d’Italia tournament in May this year.
A majority of the broadcast and print campaign will begin to run around the US Open in August. The second phase of the campaign will launch at the start of next year and will continue throughout the season.