The All England Lawn Tennis Club has unveiled its annual trailer ahead of The Championships at Wimbledon.
The event takes place from 30 June to 13 July.
Devised by the association’s lead creative agency, VCCP, the new film is directed by Folkert Verdoor. It is the first instalment of its new global brand platform ‘There is only one Wimbledon’.
It showcases the psychological pressures players face during the tournament by warping familiar Wimbledon features, such as the grass and the racket, to highlight tricks of the mind.
Annabel Croft, British former professional player, commentator and All England Club Member, said: “There’s a solitary mental challenge to overcome to reach the top of the sport and that is heightened when Wimbledon means so much to so many.”
“I used to have a dream of being surrounded by vines and grass holding me back,” she added.
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The campaign will run across global broadcast channels including the BBC, Eurosport, Star India, NHK & WOWOW, Tencent and Movistar.
It will be supported by out-of-home, social content and PR activations.
VCCP’s content studio Girl&Bear worked with production company Magna Studios. Black Kite Studio managed post-production.
Usama Al-Qassab, marketing and commercial director at The All England Lawn Tennis Club, said: “Wimbledon represents more than just a tennis tournament for our millions of fans around the world, it‘s a global symbol of sporting excellence, heritage and human drama.
“Our new trailer captures this by portraying the inner world of the player, the tension, the pressure, the breakthrough. We’re proud to launch this trailer as the first expression of our new campaign: ‘There is only one Wimbledon’.”
