Following his recent cameo on Mindy Kaling’s Netflix show ‘Never Have I Ever’, tennis icon John McEnroe celebrates a new career in an integrated Squarespace ad campaign which comically leverages the 2021 US Open.
Rather than focusing on the icon’s skills on the court, the campaign champions his ‘voice acting’ and explores McEnroe’s pursuit of excellence in his new profession.
Created and produced in-house in a tie-up with Netflix, the marketing push is spearheaded by a mockumentary that follows McEnroe and his new professional calling.
The hero film, which also features a cameo from Kaling, features McEnroe in the recording booth whilst auditioning for a variety of Netflix voicover roles: such as that of Lady Whistledown of ‘Bridgerton’, the narrator of a ‘Money Heist’ trailer and voice of a puppet on ‘Waffles + Mochi’. There are also audio auditions to be the voice of a GPS system and kids’ audio book reader.
Rolling out from 26 August on the brand’s digital and social channels, the campaign is led by a pair of spots: ‘From Tennis Legend to Voice Legend: A Film by John McEnroe’ and ‘John McEnroe Does Voice Over Now. Seriously’ both of which seek to drive viewers online to check out McEnroe’s Squarespace website at johnmcenroe.squarespace.com.
Indeed, McEnroe’s Squarespace site features samples of his voice demos (including a nature documentary performance and a rendition of Netflix’ audio mnemonic) and an e-commerce page selling merchandise (including t-shirts, hats and the like) .
The campaign was created in-house by a Squarespace marketing team which included Chief Creative Officer David Lee, Senior Art Director Miche Sieg, Senior Copywriter Rose Chirillo, Design Director Lucia Orlandi, Senior Designer Jessica Hagg, Designer Wan Kang, Motion Designer Videl Torres, Senior Design Technologist Adam Hartwig, Director of Creative Production Sandra Nam, Senior Producer Rebecca Magner Patrick, Business Affairs Manager Kiersten Bergstrom, Chief Marketing Officer Kinjil Mathur, Director Brand Strategy, Content & Partnerships Kevin Nabipour, Associate Director Partnerships Natasha Ivankovitser and Campaigns Lead Olivia Cohen.
Production was also handled by Squarespace with Director Gui Borchert, DOP Brian Lannin and Line Producer Kim Santella.
The Netflix partnership team included Marketing Partnerships Lead Kevin Simms, Marketing Partnerships Creative Matt Angrisani, Marketing Partnerships Producer Nick Feder and Marketing Partnerships Strategy Nabilah Jiwani.
Comment:
This campaign builds directly on McEnroe’s surprise career turn earlier in the year when Mindy Kaling cast him as the narrator of her Netflix show ‘Never Have I Ever’.
Leave a comment
You must be logged in to post a comment.