Who knew that the combination of Andy Murray’s versatile game and a radical new racquet can cause such an uproar. In HEAD’s brand-new launch campaign of the Graphene Radical, Andy Murray not only drives his opponent crazy but also creates quite an entertaining scene with the commentators leaving all with one question: how unpredictable is his game?
The campaign’s 90 second hero spot, presented exclusively on HEAD’s YouTube channel, opens in the middle of a match in which 2012 Olympic gold medal winner and 2013 Wimbledon Champion Andy Murray visibly struggles against his opponent. In fact, Murray’s game seems so foreseeable that the two commentators have been able to accurately almost every shot he has made. Their clear prognosis: Murray will lose this one. Game over. Or is it?
In an entertaining turn of events, the Brit suddenly seems to have a moment and then steps up his game: Andy Murray uses his racquet and his ability to surprise both the audience and opponents to stage a comeback that forces everybody, including the ‘world’s most prophetic commentators’ Bob and Ralph, to take a second look.
Besides Murray’s own versatility and unpredictability, it appears that the new HEAD Graphene Radical is not entirely innocent in the successful outcome. For good reason: The new generation of the Radical racquet series feature the latest material innovation Graphene, an extremely lightweight material, yet with a breaking strength 200 times greater than steel, which is integrated into the shaft of the racquet and allows the weight to be where it is most needed for perfect playability and control.
The global launch campaign kicks off on January 10, right before the start of the 2014 Australian Open. Consisting of the 90 second spot shown exclusively on HEAD’s YouTube channel, as well as a 30 second version for TV, the campaign also extends to the brand’s digital channels: HEAD offers its 1,3 million Facebook friends and all tennis enthusiasts a chance to prove their unpredictability with exclusive rewards, such as a practice session with Andy Murray himself.