The highly-anticipated annual event, The Championships, Wimbledon, is approaching, and the All England Lawn Tennis Club, in partnership with McCann London, has unveiled their latest trailer, “Always Like Never Before,” in preparation for the upcoming event, taking place from July 1st to 14th. The film showcases a mesmerising collection of timeless and historic moments from SW19 that have left a lasting impression on fans of the sport.
The “Always Like Never Before” campaign’s second phase continues to highlight The Championships’ longstanding customs and unique location, emphasizing how they have consistently led to remarkable tennis performances, nurtured new talents, and created unforgettable moments that are truly exceptional.
Directed by the renowned filmmaker, Carl Addy, at The Mayda Creative Co., the trailer utilises advanced visual effects by the creative VFX studio Daydreamer to reimagine archival footage. By blending archive material, advanced 3D animation, CGI, and photography, Carl Addy presents historic Wimbledon moments in a fresh and unique manner, capturing the essence of the sport and shedding new light on every great moment.
The trailer takes the audience on a journey into the future as today’s stars prepare for The Championships in 2024, starting with last year’s epic gentlemen’s singles final in which 20-year-old Spaniard Carlos Alcaraz achieved a stunning victory over the seven-time Wimbledon champion Novak Djokovic. The spot then transitions into a captivating freeze-frame of timeless Wimbledon moments, including Serena Williams’ power, Djokovic’s agility, and Roger Federer’s enduring brilliance, among others, truly encapsulating the rich tapestry of Wimbledon’s storied history.
To infuse the trailer with a sense of historical significance, renowned music composer Tom Player at Wake The Town has created the soundtrack. With an illustrious background including work on Game of Thrones and Tenet, Tom Player’s ability to blend orchestral forces with contemporary production techniques adds gravitas to the event, firmly establishing it as a premier sporting spectacle on the global stage.
The trailer, launched globally across TV, digital, and social media, promises to captivate sports enthusiasts. The accompanying out-of-home advertising campaign has been crafted by the esteemed Space agency.
Usama Al-Qassab, marketing and commercial director for the All England Club, expressed his excitement for this year’s campaign, emphasising how it honours the emerging stars and the legends of the sport. He stated that the “Always Like Never Before” series encapsulates the spirit of Wimbledon, striking a balance between innovation and tradition with each new instalment.
McCann London’s creative directors, Matt Searle and Olly Wood, praised the blend of tradition and innovation that characterises Wimbledon, highlighting its ability to consistently deliver unforgettable moments. With the latest trailer, they aimed to weave together the unexpected and awe-inspiring aspects of the tournament, capturing the essence of Wimbledon’s legacy.
Co-founder and executive creative director at The Mayda Creative Co., Carl Addy, shared his enthusiasm for the complexities of the project, expressing a desire to present iconic Wimbledon moments in a more intimate and connected manner, while preserving their timeless power.
As the countdown to The Championships, Wimbledon 2024 begins, the latest trailer promises to reignite the excitement and anticipation for another thrilling chapter of tennis history at SW19.