Mid December saw sports equipment and apparel brand HEAD launch a new campaign where the objective of the protagonists is not to participate, but to win.
Promoting its ALPHA range, the creative sees a rivalry between protagonists whose only goal is to beat their opponents and which runs with the tagline: ‘Control the game, win the match’.
Developed by VCCP Spain, this international marketing push runs in in Europe and Latin America and is spearheaded by a pair of spots showing competing people in everyday situations. The idea is that everyday life is like paddle tennis: with mini-matches against others that we have to win to achieve our own goals.
The ALPHA PRO 2021 ‘Hairdressing’ commercial debuted on 10 December, while the ALPHA MOTION 2021 ‘Car Park’ ad rolled out 24 hours later.
As well as running across television and online video, the campaign will run through late 2020 and early 2021 across digital, social, point-of-sale and a set of special experimental activations.
The aim of the integrated initiative is to launch two new models in the racquet sports brand’s paddle tennis ALPHA range – Alpha Pro and Alpha Motion – which have distinctive teardrop shapes and are the brand’s most popular products. The functional benefits communicated are ‘comfort’, ‘touch’, ‘an intelligent bridge for better precision’, ‘Graphene 360º + technology’ and ‘foam rubber that offer greater power and comfort’.
The underlying message underlines the importance of being in control of every situation.
“After analyzing several proposals, we opted for” Control the game, win the match “and we added humor to the main attribute of the product: precision “, explained HEAD’s Ricky Brigolle who claimed the aim was to make a campaign that was both original and fun.
VCCP Executive Creative Director Beto Nahmad added: “It is one of the most relevant sports brands on the planet and they are always ahead. In this case, a simple concept and a touch of humor make the campaign simple and different. It is time to smile again and believe again”.
The campaign was created for HEAD’ category manager Ricky Fernandez Brigolle, Strategy Directors Nuria Serrano and Álvaro Ojeda, Digital Director Luis Alberto López and Social Media Content Strategist Luna Ayala by a team at VCCP Spain which included Valentina Unterhofer, Aina Mesquida, Javier Suso, Executive Creative Director Beto Nahmad, Creative Director Juan Cenoz, Copywriters Manuel Gómez and Javi Barreiro, Senior Art Director Nacho Araujo, Junior Art Director Isabel Jiménez, Client Service Director Eliana Cantonati, Senior Account Executive Marta García and Account Executive Serra Tunc.
The Production Company was Division Q with Executive Producer Melania Valero, Director Blacksheep, Production Managers Marta Tabares and Ximena Flores, Art Director Paula Costantino, Stylist Xenia Garre and Makeup Artist Berta Sallent.
Comment:
The campaign aims not just to promote the two new products, btu also to reinforce HEAD’s market leading position in Spain and grow this across Europe and Latin America through working with two of the most famous paddle tennis stars Sanyo Gutiérrez and Ari Sánchez.
Links:
Head
https://www.head.com/sports/padel/
VCCP Spain
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