High precision grooming on a grand scale. Gillette created and then shaved a giant image of tennis ace Roger Federer in a field in London.


The 2,800 square meter image has been created in grass using laser guided robots with high-precision technology to plot over 14,000 mapping points required to bring the environmentally friendly image to life. 7 different shades of green specialist grass paint were used to create Federer’s features resulting in the unique portrait.

Not only is the design a feat in its own right, but Federer’s face was also treated to a genuine shave. The image was blasted with bio-degradable foam before lawnmowers set to the task of getting him looking his best ahead of what is set to be a busy week. Over 3,000 litres of diluted paint were used to create the masterpiece as well as 1,000 diluted litres of black and white paint to create a 5 o’clock shadow for the tennis superstar. A 1,000 litres of environmentally friendly and biodegradable foam were then used to lubricate the high-precision shave and in total 210 man hours went into the whole process.

Nadal Armani ad

Nadal Armani ad

Nadal Armani ad

In this week’s Tennis Buzz: Federer is not happy with Navratilova’s comments, Sharapova wears her grandmother’s underwear and Djokovic is flying high.

Following Djokovic’s victory in Indian Wells, Federer has dropped to number 3, and Navratilova predicts it will be hard for him to get back to number one:

Roger is on the other side of the float, I don’t think he’ll ever play as well as he did three or four years ago—that’s not to say he can’t still win a slam, but it’s difficult to see him climbing back to No. 1.Nadal is dominating and Djokovic’s confidence is off the chart. Roger has lost three matches (this season) to Djokovic and lost to him at U.S. Open last year as well, it will get under his skin.

And Federer is grumpy:

Maybe she missed the London World Tour Finals. Maybe she was somewhere else climbing Kilimanjaro. I love her. Look, I think she’s been an inspiration to my wife [Mirka] and I always love seeing her, but if you had the microphone in front of you and you get a negative question, you get dragged into it. And she’s in front of the microphone a lot of times like other experts and eventually you can’t just say only good things. You have to also say more negative things.

I must say I agree with Navratilova: Nadal came back succesffuly from injury, Djokovic plays the tennis of his life, and Del Potro is again a Grand Slam contender but Federer is so used to be praised for everything he does -even for breathing air- that every little critic is a drama for him.
What a hard life for Federer….

During this time, number 2 Novak Djokovic was playing tennis on wings of flying plane in this HEAD commercial…
[youtube width=”640″ height=”390″]http://www.youtube.com/watch?v=ebBMqcjoo94[/youtube]

whereas Nadal stars in this commercial for Armani Jeans and Emporio Armani Underwear:

[youtube width=”640″ height=”390″]http://www.youtube.com/watch?v=RbfFeXPkvsQ[/youtube]

And speaking of underwear, Maria Sharapova graces the cover of Russian Tatler’s March issue… in her grandma’s underwear:

More pics on Sharapova’s website.

The world number one lost in quarterfinals in Melbourne but here is a little consolation for Rafa’s fans: the first photos of Rafael Nadal‘s Emporio Armani Underwear and Jeans campaign.

It’s pretty hmm interesting. Enjoy!

Rafael Nadal ad for Emporio Armani

Rafael Nadal ad for Emporio Armani

Rafael Nadal ad for Emporio Armani

And some backstage images from the shooting (source Armani Facebook page):
Read More

ATP has unveiled his new advertising campaign to mark the beginning of the 2011 ATP World Tour season.
The campaign features a range of above and below-the-line executions including a 30-second television spot, player vignettes, print ads, posters, billboards, and web and mobile treatments. The new look will be incorporated across all ATP World Tour communications channels including ATPWorldTour.com, ATP World Tour Uncovered, and published materials such as the Media Guide and Year Book.

“GAME ON. Every shot. Every point. Every game counts”.

Honestly, any 15 year old geek could have done posters like that with Photoshop. Seriously, I wonder how much they paid for this “fantastic new campaign”….

ATP campaign - GAME ON

ATP campaign - GAME ON

ATP campaign - GAME ON

Read More