Roger Federer, the incredible popular and most celebrated player now gives fans some small personal insights with a small series made by Wilson Racquets and the agency Doner.

In 2011 Fed didn’t win any major, he turned 30 and some talk started about his further tennis career. Then Federer stepped up his game during November and the tennis world immediately was buzzing again. Now in conjunction with the 2012 Australian Open, Wilson has launched a new campaign that gives fans a chance to get inside Fed’s head and hear the stories of the man himself with his own words.

Doner has created a collection of work that features Roger’s reflections on what motivates him in the game and his development as a player to capitalize on the buzz surrounding the world renowned player’s stake in 2012. The interview-style ads offer a candid look into Roger’s mindset as he embarks on the quest to win one of the big titles this year.

Along with a television ad, Wilson’s Facebook page will feature longer videos of “Inside Fed’s Head.”

For now you can check out the 30 sec spot “Development” below:

One of the things I love about ESPN is the incredible comprehensive understanding and knowledge about their audience and target group. ESPN’s advertisements and TV promotions always entertain and tell the truth about real passionate sports fans.

This new ad humorously shows the downside of college football fans’ eager to bet on their favorite team. Rivalries run deep, so deep, in fact, that fans will often jump at the chance to prove their undying faith in their teams by promising to do some crazy things if they lose.

Of course if they win, the tables turn. That’s a gentlemanly wager, and it becomes an unbreakable social contract between fans with a simple shake of hands. It’s not crazy, it’s sports and I love it.

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Yes, I fancy Beckham and yes, Sofia Vergara is more than sexy in the new commercial from Diet Pepsi. But, I want to stress that I’m fond of this ad, because it shows good understanding of consumer behavior, what’s occupying present-day society in regard to social media and not least because it reveals a cool insight about twitter and one of the many advantages :)

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