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By Jean Kirshenbaum
Photo Credit: Mark Howard

(June 7, 2010) Like every televised major, this year’s French Open was crammed with commercials — some of them good and even very good — Ad in. And some of them not so good, but bad, or really awful — Ad out.

Here are our picks for the best and worst commercials that aired during the French Open.

I never thought I would see the day when I actually enjoyed and even looked forward to a television commercial. The one I have in mind begins with the lighthearted and lively music of a chorus of kids singing "California Sun" (while it’s a great song, it’s not one that’s on my iPod.) What makes the ad even more appealing is that it’s the background music for a simply terrific montage of champion athletes.

Opening with a flaming tennis ball shooting across the screen, the ad serves its viewers a smorgasbord of sports: iron man, cycling, softball, shuffleboard, table tennis, a skate boarder speeding across a wall like Spiderman on wheels, and of course, surfing — after all  the song is about California, where K-Swiss products are "designed." And oh, yes, there’s tennis, too—represented by Vera Zvonareva serving, Sam Querrey unleashing a forehand and fist pump and the Bryan brothers looking cool with a behind-the-back shot before closing the show with their signature chest bump!  Everyone can sing the catchy refrain: "We’re out there having fun, in the warm California Sun." (lyrics are at the end of this article.)



The closing line is an unexpected grabber: "Have an awesome day." Why thank you, K-Swiss, I think I will.

For sure, I’ll remember this ad (In fact, it inspired this article). But I am sorry to have to tell you this, K-Swiss, but I’m not a big fan of your shoes. They may be great to wear for playing tennis, but just getting them on is a challenge. Ugh…all those lacings! I don’t have the patience necessary to get into these shoes. On the other hand, the Awesome Day spot makes me feel good about the company and the product, so that maybe, just maybe, I’ll at least take a second look when I need new sneaks. Isn’t that just what an ad’s supposed to do? This one delivers.


The Bryan brothers…8 chest bumps for each Grand Slam title. Who doesn’t love it when these boyish twins punctuate their wins with a jump and bump (my sternum is shaking from seeing those rib-rattling bumps).  A jump and a bump for K-Swiss, too.





La Coste accosts Andy Roddick once again. Nice to look at, attention getting, and because of a montage of some spectacular shots by Roddick, you remember the product  —  LaCoste crocodile shirts  — in a pleasant way. Fun music, good use of color and exciting action shots of Andy make this memorable. It isn’t game, set or match, but throw in some old footage of the legend himself, the spot is a winning shot on my court. It sure beats Andy’s obnoxious "Go For It" spot shown throughout last year (don't even get me started on the infamous "Where's my mojo" ad campaign from the 2005 US Open).



You can’t argue with my call on this spot because I rule on it from the chair. Serena Williams’ promo for Tennis Channel’s June 7 feature, “My Journey to Africa” is essentially a commercial for Serena Williams.  With excellent photography of Kenya and some of its children, Serena talks about her trip to Kenya, where she has opened a secondary school, as well as a school for the deaf. Her narrative is soft-spoken and heartfelt, which makes it a good public relations play as an antidote to her horrendous outburst at last year’s U.S. Open, where she just about destroyed her image, reduced her fan base, and diminished her popularity as a role model. Because of her fabulous tennis game and achievements, I have always been a Serena fan, and I have remained a fan, despite that ugly behavior. What I don’t like about the promo is this comment: “I live in the United States, but Africa is my home. This is where I’m from.” Even If it’s not a foot fault, it deserves a bad call. Such sentiments are not match winners. On the other hand, the subject matter and her sincerity give this spot an Ad in from me.

Michael Russell stars in Tennis Express' parody of Tennis Channel's "Bag Check" segment. Russell's bag is so light he's lacking racquets, grips and balls. It's a quick, concise and catchy commercial.




Is anyone besides me drowning in that overplayed Longines ad with Andre Agassi and Steffi Graf? The one that shows them working with—teaching? — children at the Las Vegas Academy he founded, and which represents his foundation and all the work he has done to create and support it. Agassi is to be admired.  But, sappy music that sounds like it was lifted from some bad Lifetime Channel movie and all, it’s just not a believable scenario. Golly, I hope it doesn’t sell watches because then Longines marketers will be inclined to continue to air it.  Again and again and again. Enough already! Longines is the official timekeeper of the French Open. But pretty please, somebody turn it over to Timex. When I hear the first words of the tag line "It's time to..." it inevitably makes me feel it's time to change the channel.




Here’s some compelling high drama. Against a black background and dramatic lighting, Roger Federer leaps high up in the air and does other crazy things to illustrate the elements in this ad for a Wilson  BLX racket (I can’t tell if it’s a B or a reversed E in the logo). It’s drama, it’s Roger Federer, and it’s game, set and match. What else could it be when it’s Roger Federer?




I do like Babalot’s one minute clinics because they are informative. Justin Gimelstob's instructions for using the same ball toss — no matter what kind of serve you want to hit —  is helpful for recreational players like me. I had never really thought about the serve that way. Thanks Justin.



By far, Babolat’s best spot is Rafael Nadal’s “Bag Check.” Bag Check is a regular Tennis Channel feature, which invites a variety of players to pluck things out of their tennis bags—CDs, rackets, exercise bands, etc. Nadal’s bag is filled with lots of stuff, including a protective mouthpiece. In one shot,  he even bites his racket frame. The real appeal of Nadal’s bag check is the charm of his Spanish accent and his pronunciation of Babolat as “Bobolot”!


The Tide Febreze ad deserves capital letters on OUT. Here goes: We see Venus Williams walk from the hallway onto the court. Voiceover: “Venus Williams doesn’t let sweat and odor ruin her style.” Get set: As she walks onto the court, she pulls the front criss cross straps away from her chest, gives it a sniff, and says “I smell victory.” Tide Febreze didn’t help Venus Williams to victory. I think you’ll agree that this ad’s a real stinker.



And the French Open final best commercial winner is?

Game, set, match, championship K-Swiss!

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"California Sun"

Well I'm going out west where I belong
Where the days are short and the nights are long

And I'll walk a little walk I'll twist a little twist
I'll shimmy a little shimmy I'll fly a little fly
Yea we're out there having fun in the warm California sun

Well, I'm going out west out on the coast
Where the California girls are really the most

Where they walk and I'll walk They fish and I'll fish
They sin and I'll sin They fly and I'll fly
Where they're out there having fun in the warm California sun

Well, the girls are frisky in old 'Frisco
A pretty little chick wherever you go

And they walk and I'll walk They fish and I'll fish
They sin and I'll sin They fly and I'll fly
Where they're out there having fun in the warm California sun

We're out there having fun, yeah, in the warm California sun

Jean Kirshenbaum is a Tennis Now contributing writer and avid tennis player based in Pennsylvania. Her previous columns include Dressed To Kill: The Good, The Bad And The Ugly and Tennis Nearly Killed Me...And Then It Saved My Life.