By Tom Banks

‘It All Adds Up’ crunches the numbers on what goes into winning and shows the grit and glamour of the sport in a bid to hook new millennial and Gen Z fans.

A new global campaign for the ATP Tour tennis tournament will feature four broadcast and digital spots and a hero film. The film combines the soundtrack of a tense game with a typographic explanation of some of the numbers behind the game.

The idea is that a player’s ranking is the summation of every point, serve, winner and drop of sweat, according to Wieden+Kennedy London.

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Source: The Drum