Sports equipment brand Babolat launched a Pádel campaign in Spain promoting its collection of rackets for women who ‘Already Play Great Games’.
Developed in harness with creative shop Burns Agency and INSTINCT production company, the ‘You Already Play Great Games’ campaign was spearheaded by a hero spot targeting female players and showcasing Babolat Pádel’s new collection of rackets for women.
The anchor ad and supporting creative promote these new female focused paddle rackets which have been developed to suit a range of players’ styles and needs – thus catering for as many of the 9m women who regularly play the game.
The humorous tone of the creative links the everyday off-court situations which women have to cope with in their everyday lives to the games of paddle tennis they play on the court. Thus the campaign is split between two spots portraying such situations.
“We have been playing the big games forever, we only needed some shovels that were up to the players,” commented Babolat’s International Padel Activation Manager Patricia Fernández Contreras at the campaign launch. “Women only needed to have good accessories to play the games of their lives.”
“The agency is very happy to start collaborating with such a globally recognized brand,” said Burns Executive Creative Director Pablo Salinas.
Comment
In Spain and in other markets around the world, paddle tennis (like Pickle Ball in the USA) has become increasingly popular in recent years – both among men and women. Indeed, according to a recent Deloitte study, there are currently more than 18m active paddle tennis players in the world and the number of sports licenses globally now exceeds 300,000.
This campaign was launched during Wimbledon 2023, making this something of a rebel, challenger campaign running alongside the racquet company’s 2023 SW11 tennis marketing.
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