I have to admire this commercial, for no better reason than I get to say “nipple tassles” and “Australian Open Champion” in the same sentence.
But let’s back up.
Novak Djokovic is the #3 ranked men’s player in the world. He climbed his way up to the pinnacle playing with Wilson rackets. And for some reason, once there, he decided to switch to a Head racket.
In his first tournament with the Head frame, Novak lost in the first round to Latvian Ernests Gulbis. Now, I may not follow tennis as closely as Bud Collins does, but I’ve never heard of Mr. Gulbis, and I’m a little suspicious of someone who feels like he needs to turn his first name into a plural noun.
So now Novak is losing matches, and he’s getting questioned about his racket switch by other players. You would think he might say, “Ooops. Maybe switching rackets wasn’t such a good idea. My bad.” And he would go back to Wilson, begging to get the same guys making him rackets as when he ruled. That would've been smart, right?
But no. He goes the exact opposite way, and decides to try to get Head tennis a little more recognition by appearing in a commercial. It’s a commercial made by people who like telling a really long joke with odd twists and turns along the way that's enjoyable for a while, and then seems to climax, but then snakes and curves a bit more and eventually ends with a punchline that makes you wish you’d tweezed your eyebrows instead.
The commercial, while long, is odd and surprising and for that, I give credit to Head. They got 2008 Australian Open Champion Novak Djokovic to wear nipple tassles and twirl them around to impress a girl.
Good for you, Novak, to have some fun and make people laugh. Tennis needs that, especially men's tennis. I still think you should reconsider your switch. But if you insist on staying with Head, tell them to make you a racket that not only helps you get the girl, but win some matches, too.
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2 comments:
Remember when Tiger went to all Nike golf equipment? It's a tough move period. I too was impressed by the nipple tassels but kind of disappointed that they didn't really end up going anywhere. A great example of a 1:20 that might have been a far better :90...
Yes. But at least Tiger had logical motivation. Novak's move seems a bit more random.
As far as a 1:20 goes, a) it feels awfully self indulgent (I can almost hear the creatives talking about how much cleverness they possess), and b) you better have 1:20 worth of intrigue, surprise, and a great payoff. If you believe Meat Loaf, you're good with this spot. If you're holding it to higher standards, 2 out of 3 doesn't cut it.
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