I spend a good deal of my working life managing the varied personalities of professional sports people, largely in their capacity as some form of brand ambassador.
I’m fortunate to work with a host of exceptionally talented and good natured individuals, and for the most part every bit the professional media spokesperson.
A media appearance going to plan without a hitch is a rare thing, and whilst we don’t like to laugh at others’ misfortune, this latest video to surface from Credit Suisse of the World’s top two tennis stars is honestly pretty funny. All carefully briefed messages fly out of the window and replaced by endless fits of giggles.
But surely, I hear you cry, this is just an intentional promotional mechanic by one of their sponsors (or the event sponsor in this case)? Just a shameless plug for publicity?
It’s interesting for me, because money can’t buy a viral of this nature. I am absolutely convinced it is entirely natural and uncontrollable. Anyone who has worked with professional athletes in a similar capacity knows that asking them to act rarely delivers any effective results (Gillette’s recent Federer ‘trick-shot’ viral just about scraped by), and so any outtakes are a total bonus. Unless Ken Dodd was carefully positioned behind them, branding his famed feather duster, that laughter is 100% genuine.
So while credit should be given where credit’s due, Credit Suisse undeniably got seriously lucky with this, getting more publicity for the RF Foundation’s charity tennis match than they could have dreamed possible (871,000 views at the time of blogging). The two guys played off each other beautifully and what probably started life as a straightforward interview soon became an instantly infectious viral. Job done.