It doesn’t get much bigger or better than the US Open. There were a few ads that actually made me stop and rewind my TiVO(more than once) because they were that good. I know many look forward to the Super Bowl Ads, but tennis may be our next big thing.
Some of the standouts:
By far my favorite commercials were done by Lexus. The theme was that only a few tennis balls could realize a chance at the glory of being used in the US Open. Only a few ads can hope for greatness… This one achieves it.
Targeting, specifically, the online community, IBM’s continued internet innovation (they were podcasting before podcasting was cool) reaches out with a US Open widget. Knowing that building buzz about tech products means reaching those who are online influencers is smart, but even smarter is giving them something that offers them real value is even smarter. Extensive testing would have helped them really perfect the widget (bad .dll install wouldn’t allow my system to run it), but they get a big E for effort (not error).
There were some other good commercials and campaigns, but these two really stood out. If any really spoke to you, let me know.