Ads We Like: Wimbledon serves up historical moments when sport and society intertwined
As the three-week countdown to Wimbledon 2019 begins, the All England Lawn Tennis Club (AELTC) has launched #JoinTheStory to demonstrate how sport and society are entwined.
The story of the Wimbledon Championships began back in 1877, a year after the game of lawn tennis was devised, making it the oldest tennis tournament in the world.
Over its 142 year history, it has not only seen many tense finals and sore losers but during this time, the world has experienced two world wars, five coronations and 24 prime ministers.
Created by McCann London, #JoinTheStory showcases Wimbledon moments throughout time that have shared the front page with some of the biggest stories of recent history and beyond, which demonstrates how sport and society have influenced each other throughout history.
AELTC has launched the campaign with a film called ‘The Story Continues’, which follows a selection of landmark headlines from Wimbledon and the global news archive.
Among the juxtapositions, Amelia Earhart was the first female aviator to fly solo across the Atlantic Ocean in the same year as Althea Gibson became the first black woman to win Wimbledon.
In the same year that Roger Federer redefined the way tennis is played, the Human Genome was documented, and in the same year that the first man landed on the moon, Billie Jean King led the right for equality in tennis.
Such comparisons, portrayed across a backdrop of an orchestral cover of Oasis’ ballad Live Forever, illustrates how feats of human endeavour that are newsworthy take place on and off the court.
There will be a mini-series produced by Livewire Sport that showcases five of the stories referenced in the trailer.
Discussing the campaign launch, James Ralley, head of commercial and brand, the AELTC commented: “The story of Wimbledon began in 1877 and we’ve been making headlines ever since. Each tournament creates new heroes and new stories; while our greatest moments have shared the front page with two world wars, the moon landings and the invention of the Internet.
“This global campaign truly celebrates Wimbledon’s ongoing role at the forefront of world news and events – and shows that when it comes to sporting achievement the best is yet to come.”
Last year, AELTC celebrated the tournament’s history with an animated timeline.