With the World Cup now firmly under way, the next 38 days should keep football fans on their toes but over in London SW19, there is something else stirring, as the All England Lawn Tennis Club gears up for 139th staging of The Championships, Wimbledon.
And here comes a new marketing campaign that aims to prove that small balls are just as popular as larger ones. Created in partnership with lead creative agency VCCP, “Where beauty meets the battle” marks the second instalment of the global brand platform “There Is Only One Wimbledon”, which launched last year.
The integrated campaign is designed to reinforce the unique appeal of Wimbledon, which according to the official line is “an unparalleled experience where timeless heritage and beauty collides with the athletic excellence of the players as they battle to secure the ultimate prize at The Championships Wimbledon”.
At the heart of the campaign is a cinematic 60” film, directed by Sanjay de Silva through production company Division Global, with support from VCCP’s global content studio Girl&Bear.
Created by Alice Goodrich and Katy Stanage, the film captures the essence of the event from the perspective of a Holly Blue butterfly as it flutters around from net to racket and beyond, while global tennis stars battle it out on Centre Court.
Butterflies are frequent visitors to the Wimbledon courts and an anecdote from former French tennis player Henri Leconte provided the inspiration for the campaign. Playing at Wimbledon in 1986 he commented: “I played very well and then something wonderful happened. I was shaping up to serve and this beautiful white butterfly landed at my feet. Usually, most people would stamp on it to get on with things, but I picked it up and it stayed on my racket, I walked it over to the crowd and it flew into the stands. The people went nuts!”
The global integrated campaign spans TV and social, extending into local OOH executions that further celebrate the duality of Wimbledon, which takes place from June 29 to July 12.
All England Lawn Tennis Club marketing and commercial director Usama Al-Qassab said: “Creating this second instalment of ‘There Is Only One Wimbledon’ gave us the opportunity to celebrate what makes Wimbledon truly unique. Revered around the world not only for the pinnacle of performance, alongside excellence and tradition, but also for the exhilarating emotion and intensity that can only be brought by the world’s best players in full flight.
“Our 2026 film tells that story beautifully to our fans all around the world. A legacy of tennis gladiators, battling for victory, in the ultimate arena of Centre Court and all its beauty.”
VCCP global chief creative officer Darren Bailes added: “There is only one Wimbledon. A truth and an endline. Tennis in an English garden. Nothing like it. Our second global trailer references the garden in which Wimbledon is played and the fauna within. Butterflies are often captured on film or stills on court. But the risk to their existence is real. This film tells the story of a butterfly in harm’s way on Centre Court. Forehands, backhands and big serves put our unsuspecting butterfly in danger.”
So, what is the consensus around the Decision Marketing office?
Well, we must confess, we are far more likely to be joining the World Cup millions rather than the Wimbledon crowd. However, that is not to say we don’t appreciate a good campaign when we see one, and this is certainly fine work.
And, you never know, if the footie gets a bit much, we might even tune in to Centre Court, too.
Decision Marketing Adometer: A “backhand smash” 9 out of 10
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