5 June 2009
Summer wouldn’t be summer without Wimbledon. Aside from strawberries and cream, what all of us Brits long for during the tennis season is – of course – a fellow Brit to win the prestigious tournament. Year after year we hold our breath but year after year the inevitable happens – and I’m not talking about the rain.
But this year you can live vicariously through your TV, imagining that Wimbledon triumph. Bartle Bogle Hegarty has bottled the fantasy of a Wimbledon win for our viewing pleasure, in a new campaign for Britvic brand Robinsons called “Wimbledon, Imagine”. The Robinsons brand is celebrating its association with Wimbledon since 1935 and will be sponsoring the event this summer.
This advert manipulates our heart strings quite shamelessly. So what is it about Wimbledon that inspires such feeling? After all, Britain isn’t all that bothered about tennis the rest of the year, our stereotypically sportsmanlike, gentlemanly character failing to get us far in such competitions.
But recent St. George’s day celebrations suggest that national pride is starting to bubble again, making it good timing for the Robinsons campaign. Maybe with the economy in tatters, Brits will start to look to sports as a way of bolstering some national self esteem.
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