Tennis Gets a Spaghetti Western Spin to Promote Female WTA in Mexico

Mexican agency majadmA and production house KIDS recently launched a worldwide campaign for Abierto GNP Seguros, a professional women's tennis tournament that's part of the WTA Tour. The event took place in Monterrey City from March 30th to April 7th and featured tennis pros such as Angelique Kerber, ex-#1 on the WTA Ranking and winner of three Grand Slams. The spot has been broadcast on WTA platforms in more than 50 countries.

The aim of the campaign was to attract more tennis fans, subverting the expectations of typical sports advert in which a spaghetti western-esque duel replaces bullets with tennis balls. The fun spot stars Angelique Kerber and Feliciano Lopez and contains a host of Mexican references such as Frida Kahlo, La Quinceañera, Elote and fruit carts.