The USTA is responsible for the U.S. Open, the finale of the Grand Slam tennis season. Each year, the players seem to attract more media attention and corporate sponsorships. The USTA has opened up the creative gates by letting the players be more vocal and animated over the past three years, with a creative campaign that is a parody of MTV’s popular reality series, Road Rules.
Arnold Worldwide tapped Eric Giovon’s creative talents, for three years in a row now (2005 – 2007), to pull off this series of prime time commercial spots, which typically start airing during Wimbledon in July. This year’s four spots, featuring Venus and Serena Williams, Andy Roddick, Roger Federer, Maria Sharapova and other star players, have gained a lot of media attention and social media buzz as well, ranking highly on YouTube.