DDB New York and USTA launched “Find Yourself In The Game” for US Open

The campaign was launched by United States Tennis Association (USTA), a non-profit, in order to drive awareness and bring tennis to larger audiences, reiterating that there’s “a place in tennis for everyone.”

Using animation-style storytelling with real-people voice-overs, the new campaign appeals to tennis’ existing base of loyal players as well as new participants by bringing the “Find Yourself In The Game” tagline to life. It illustrates the power of tennis and its impact on peoples’ lives by encouraging players to participate and share stories of how they “found themselves” in tennis.

Three :30 TV spots transition from animation to live action, at which point we see the person voicing their story say, “there’s a place in tennis for everyone. It’s a game that stays with you for life.” The spots, one of which features USTA’s President and CEO, Katrina Adams, conclude with a call to action to “Share your story #mytennismygame.”

The campaign also includes digital and social support, as well as a landing page that directs users to join the conversation and share their own stories of how they found themselves in the game.

Credits:

CCO: Icaro Doria

Creative Director (art director): John McGill

Creative Director (copywriter): Luke Carmody

Chief Production Officer: Madison Wharton

Group Planning Director – Geoff Director

Community Manager & Strategist – Elliot Grossman

Account Supervisor – David Reyes

Account Executive – Caroline Uffelman

Head of Broadcast Production: Ed Zazzera

Executive Producer:  Teri Altman

Co-Producer: Tiffany Campbell

Prod. Comp:  Delcan & Company Studio

Director/Animator: Pablo Delcan

Co-Director: Melissa O’Brian

Artwork: Brian Rea

Head of Art: Bruno Oppido

Executive Producer: Anais La Rocca

Producer: Kristen Buckels

Music: The Ski Team

Vis Effects: Click 3x

Vis Effects Sup/Flame Artist: Andrew Granelli

Sound Mixing: Heard City

Mix Producer: Sasha Awn

Mix EP: Gloria Pitagorsky