After Queens and before Wimbledon, Jaguar launched out a new campaign leveraging tennis fever and its AELTC partnership fronted by Andy Murray and fellow UK tennis stars Kyle Edmund and Johanna Konta.
Titled ‘Show Your Edge’, the Murray led creative spearheads a content series that explores the psychological insights driving Britain’s leading tennis stars.
Launched on 25 June, ahead of the start of All England Club’s lawn tennis championships, Jaguar caught up with the British tennis star who speaks openly and honestly about enjoying the physical and emotional suffering that comes with playing tennis at the elite end of the game and talks about how he is more determined than ever to enjoy whatever future success comes his way.
The Scot admits that it has hurt not being out on the court and playing in front of big crowds and he also revels he has made a promise to his wife to celebrate properly if he ever wins another Grand Slam
“I enjoy the suffering. I like being pushed really hard. It’s what I thrive off. It’s what gives me my edge,” admits Murray.
“I have always been obsessed with competition. I remember deciding I needed to move abroad to a professional tennis camp when I was practicing next to Rafa Nadal and saw him warming up with Carlos Moya!”
“I took some of my achievements for granted. I wish I gave myself a bit more credit. This time away has enabled me to reflect on my career, and it has given me a new determination to enjoy and relish any future successes that come my way.”
Following the Murray launch spot, Jaguar’s ‘Show Your Edge’ content series continues as The Championships draws closer with further exclusive insight from Britain’s stars including current British Number One men’s player Kyle Edmund trumpeting ‘there is no one I can’t beat’ and talking about winning Wimbledon and becoming World Number One,
and top women’s player Johanna Konta vowing ‘I will be an entertainer and I will be aggressive’.
Comment:
Another Wimbledon approaches and another Andy Muray fronted official auto partner campaign launched from Jaguar.
There’s nothing particularly revolutionary about this campaign, but it is nicely shot and nicely timed.
This campaign follows on from 2017’s ‘Trophy Thief’ campaign with Jose Mourinho (see case study) and 2016’s VR led work (see case study).
Links:
Jaguar
https://www.youtube.com/user/jaguaruk
https://www.facebook.com/JaguarUK
https://www.youtube.com/user/jaguaruk
https://www.youtube.com/user/JaguarCarsLimited
https://www.instagram.com/jaguar/
https://www.facebook.com/Jaguar
