A campaign for the US Tennis Association (USTA) reminds people of the history and the glory of the New York tournament over the last 50 years.
Mcgarrybowen's ‘Built For Glory’ 50th Anniversary campaign is a celebration of all of the things that have built the US Open into one of the top tournaments in the world. From the globe’s greatest players and fans, to the world-class improvements to the stadiums and grounds. From the excitement and emotion on the court to the electric atmosphere fans experience off of it, all are featured in three short films.
The launch spot features the historical rise of Ashe against the backdrop of dramatic change and civil unrest in this country that ultimately ushered in a new era of equality in sports and that was the foundation for the US Open. The poetic voice over tells the story of how an amateur, Ashe, won the championship and how he became a symbol of change in a year – 1969 – that was full of change. It shows how the US National Championship transformed into the tournament we know today as the US Open.
A 50th Anniversary video features a voice over by Alec Baldwin, giving a brief history but also highlighting the current state of the tournament, giving props to the “fans and the future, challengers and champions” while cutting between clips of young kids playing tennis and recent winners like Sloane Stephens and Rafael Nadal.
Another spot voiced by Baldwin features Billie Jean King discussing how she partnered with the association to become the first grand slam to offer equal prize money to men and women. The former champion tells her tale of fighting for equality while giving thanks to the organizers for agreeing to go along with the change, proving why the massive tennis center is now named in her honor.
US Chief Creative Officer: Ned Crowley
Chief Creative Officer: Kurt Fries
Group Creative Director: Lee Remias
Creative Director: Mike Wegener
Art Director: Maddie Reusch
Copywriter: Calli Hoyt
Group Managing Director: Tom Smith
Account Director: Kristen Eglitis
Account Executive: Claire French
Strategy Director: Chris Robertson
Director of Content Production: Steve Ross
Music Producer: Libby Morris
Producer: Kelly Duff
Dir of Broadcast Affairs: Joann Baker
Business Manager: Alica Townsend
Production Company: Cinema Libertad
Director: Robert Stockwell
Production Producer: Mary Ann Dezuiskis
Post Production Producer: Olivia Curry
Editor: Max Gold & Dianne Lee
Graphics Company: Framestore Graphics
Graphics Producer: Jamie Hoskins
Color Grade: Edwin Metternich
Media Agency: Spero
Digital Agency: Horizon