Grapple in the Apple

Coming on the heels of the epic Wimbledon match between Roger Federer and Rafael Nadal in July, Nike tasked us with hyping the rivalry between these two guys heading into the U.S. Open. It is the final grand slam of the year and these two guys have a lot riding on the outcome. They are incredible athletes with unreal records and yet so respectful of one another that little interest is generated in what should be a rivalry for the ages.
What's at stake . . .



We've all heard of the Grand Slam - winning the Australian Open, the French Open, Wimbledon, and the U.S. Open in the same calendar year. It's only been achieved three times in history. The next level down is the "Small" Slam - winning three of the four majors in the same year. The Small Slam is still a huge feat - Sampras didn't do it, neither did Agassi, Borg, Becker or McEnroe. Only nine men have achieved this feat - Federer has done it three times (2004, 2006 and 2007). Furthermore, until 2004 the Small Slam was last achieved in 1988. That's what's at stake here. Nadal can join this very exclusive club if he wins the U.S. Open. On the flip side, Federer has won at least one major for five straight years. If he doesn't win the U.S. Open, he'll end up without a major trophy for the first time since 2003.



Side note, the U.S. Open is a hard court major which renders no advantage to the "King of Clay" or "King of Grass".



The idea . . .












This rivalry has everything except spice. Rivalries are what make fans passionate and effervescent. Just the lead-up to a match against your player's arch nemesis should feel like a grand finale and in this particular case the U.S. Open is the grand finale for the year. In order to get tensions high and the public interested, this rivalry needed a catalyst. Someone to spice things up. Someone to get people hype.



So, what happens when the World Champion of Hype, the one and only Don King, promotes the nicest rivalry tennis has ever seen? Don King doesn't believe in friendly rivalries. They don't exist. Only one player can win. In order to properly hype the Clash of the Titans in New York he would encourage their rivalry to blossom. He would promote it. He would fan the flames of the rivalry. He invented the 'Rumble in the Jungle,' the 'Thrilla in Manila,' and now it's the 'Grapple in the Apple.' No Scripts, no set ups, just reality advertising. Let Don King loose on New York.



Art Director: Mira Kaddoura, Mike Henderson
Copywriter: Antony Goldstein
Creative Directors: Alberto Ponte, Jeff Williams, Tyler Whisnand
Senior Planner: Kofi Amoo-Gottfried
Account Service: Alyssa Ramsey, Jarrett Dube
Project Manager: Jason Schwartz
Print Producer: Carrie Morgens
Studio Managers: Wendy Martenson, Michael Frediani, Alicia Kuna
Studio Artists: Mike Henderson, Tony Frusciante
Broadcast Producers: Hayley Goggin, Sarah Shapiro
Broadcast Post-Production Company: Joint New York
Media: Ryan Haskins, Christy Ruiz

Comments

[facu]

don was happy.

[science]

rafa isn't.

[Ed Hardy online]

Don't try to hard,the best things come when you least expect them to. Don't cry because it is ov er,smile because it happened.

[ghd hair straightners]

That's what's at stake here. Nadal can join this very exclusive club if he wins the U.S. Open. On the flip side, Federer has won at least one major for five straight years. If he doesn't win the U.S. Open, he'll end up without a major trophy for the first time since 2003.