"There is Only One Wimbledon"

9 June 2025

60s

Court in a trap.

How do you follow a Grand Slam final like Carlos Alcaraz versus Jannik Sinner at the French Open? With a plug for Wimbledon, of course. Tennis fans have a few weeks to recover from a final that lasted five hours and twenty-nine minutes, helped no end by the fact agency VCCP and director Folkert Verdoorn's tricksy commercial is only sixty seconds long.

Shot from a first-person point of view, the ad focuses as much on the mental challenges posed by Wimbledon as the physical ones. In front of fifteen thousand fans, the protagonist—who seems to be Carlos Alcaraz, Barbora Krejcikova, and Alfie Hewitt at the same time—imagines a fiery racquet, a net that threatens to touch the sky, and grass with a mind of its own. Turf luck if that happens.

The idea is that Wimbledon plays you if you let it. Many have come up short at SW19 as a result, but the likes of Alcaraz, Krejcikova, and Hewitt have risen above the mind games. Roland Garros, Flushing Meadows, and Melbourne Park all push players to the limit, but the All England Lawn Tennis and Croquet Club insists that nowhere does it better than Wimbledon. Let's see how it messes with the class of 2025.

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