French tennis player Gael Monfils dodges some seriously badass tennis balls in an disused warehouse in a spot for Asics' tennis shoes. In a move away from the sport's usually smooth image, this tennis-themed ad reminds us more of a football or basketball spot, as Monfils fends of balls fired at him by a team of black-clad, gun-wielding baddies (who we hope are his trainers and not Rafa Nadal's hit squad). It ends with the tagline "It's a tough game, go smash it," echoing Asics' global running campaign, "It's a big world. Go run it," which broke in February.
Created by 180 Amsterdam, it was directed by Thor Saevarsson, via Brenninkmeijer & Isaacs Amsterdam, and will be shown on TV around the world, launching the Asics Gel- Resolution 6 tennis shoe to the market ahead of the French Open tournament.