Tennis Canada has launched public service announcements that encourage children to get involved in the sport, with Canadian tennis star Milos Raonic playing a starring role.
The television spots debuted last week and depict the six-foot-five Raonic, the top-ranked male Canadian tennis player, struggling to play a version of the game designed for children. Bent over in frustration, Raonic receives words of advice from a young boy while his opponent, a little girl, taunts him.
The spots, one of which is also available on YouTube, were created pro bono by Toronto agency Bensimon Byrne.
Joseph Bonnici, creative director for Bensimon Byrne, said the goal of the spots is to educate children and parents about “kids’ tennis,” a variation of the sport that features slower-moving balls and smaller racquets and courts.
“The barrier for kids joining tennis is that the racquets are literally too big for them, the balls are too fast and the courts are too big,” said Bonnici. “[Kids’ tennis] sizes the game down to kids’ abilities and sizing and they’re actually able to carry on a rally and participate in the game of tennis and feel successful at it, which encourages them,” said Bonnici.
“This little girl is kicking the ass of Canada’s best tennis player, because it’s kids’ tennis and she’s confident at it. And Milos is off his game because he’s the one who has to adapt.”
Tennis Canada is backing up the spots with web and social media support, including behind-the-scenes photos from the Raonic shoot.
Bonnici said a French version of the PSA will be developed in the near future.
