"Rise to It"

14 May 2024

60s

Racquet fire.

Elliot Power directs this gritty commercial for Lexus, sponsors of Sky Sports Tennis, the Lawn Tennis Association, and the ATP Tour. The 60" film follows a boy from crib to court, from empty practice arenas to sell-out crowds. A rising motif runs through the ad, creating heightened moments along the way - literally at one point as the protagonist climbs an actual ladder to success.

Power's star sits high on the horizon at the moment and he's enjoying the kind of purple patch where everyone is excited to see what happens when he gets behind the camera. That must bring incredible pressure, but he's meeting it head on,

and it's hard not to be swept along by the impressive viscerality.

Jon Clarke's excellent sound design contributes hugely to the raw energy, but the ad aches for a more dominant piece of music to bring it all together.

UK

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