Adidas has launched a new campaign to encourage Fernando to win his hometown tournament next week at the Mutua Madrilena Madrid Open. The campaign uses the slogan ’seize of the mind, to take control of the court,’ the words of Fernando’s fitness trainer Gil Reyes
Film advertisment created by Vidallarsson-Duprez, Spain for Adidas, within the category: Fashion.
To all who thought you knew Fernando, to all who praised or criticized him, to all of you, I’m sorry to say that the Fernando you knew is no longer among us. Forget the tennis that made him think small, forget that shy drive, that insecurity showing, how his arm flinched, why he went to pieces. The answers don’t matter anymore. Excuses. Living in the past does not do us any good, trust me, I know what I’m talking about. If we all learn from his mistakes and his defeats, we’ll make Spanish tennis even greater. And you Fernando, you have found the new Verdasco, you are going to change your world because you’ll never feel again that you can’t. You found yourself and that is wonderful. Show your country what you are capable of. And remember that your mind is your best weapon, so take control of the court. It’s your city, it’s your court, it’s your tournament.
Project Director: Bruno Saguer
Creative Directors: Oscar Vidal Larsson, Xavi Solé
Art Directors: Xavi Solé, Alex Dalmàu, Marc Verdaguer
Copywriter: Oscar Vidal Larsson
Production Company: Gotfilms
Film Director: Fergus Stothart
Sound studio: Audioclip
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