Serena Williams’ TopSpin 4 ad is the latest ad to be deemed too ‘sexy’ for TV. It’s known that I am a big fan of SW; but after watching this ad I’m finding the excuse from 2K Sports a little hard to swallow.
“As part of the process for creating marketing campaigns to support our titles, we pursue a variety of creative avenues,” 2K Sports said in a statement. “This video is not part of the title’s final marketing campaign and its distribution was unauthorized.”
Personally, between Jersey Shore, MTV, a bad outfit on Project Runway, a Rosa Cha fashion show and last week’s boy-on-boy kiss on Glee, there’s more of a racy story in each of those instances versus this 60 second ad. The question here is a matter of preference – would the same backlash exist if the tennis player was the light eyed, Maria Sharapova? I’m anxious to hear what focus groups who watched the ad had to say; don’t try to convinceme that we all share the same standard of beauty. I’m more likely to believe that there a genuine concern about whether or not the ad was appropriate for the target market, but even that is a stretch. Even if you do not like Serena, there’s another actress in the spot to carry the ad. Sex is used to entice us to pay attention to products in the market and how they bring us close to those who endorse them. When Armani was looking for a new male spokesesperson, clearly they told him to leave the tracksuit at home.
If this was part of 2K Sports overall master plan, I hope it works. I know I love Serena, and the previous TopSpin editions, so I’m pretty likely to add this to my collection. However, it would have been nice to have caught the ad on TSN, would have been nice to see if 2K Sports to deliver its ad and not hold back – Glee hasn’t, neither has Jersey Shore. Rosa Cha’s suits aren’t getting any shorter either. Point made.