Thu Jul 29 04:04pm EDT
If it's mid-summer, it must be time for the "It Must Be Love" commercials for the Olympus U.S. Open Series. All of these ads have a simple concept: tennis player talks about something tangentially related to tennis. Over the next few weeks, Busted Racquet will review each of the ads. Today, Roger Federer.
Premise: Roger Federer describes how to hit a tweener shot without causing infertility.
Accurate representation of featured player? Federer is otherworldly at two things, and the other is talking about how great he is without making it seem like he's really talking about himself. For example: "People say the shot between my legs last year at the U.S. Open was my greatest shot. I'm not saying that though. People say it. To me. And I don't disagree because that shot truly was great, just like me. At least that's what people tell me."
Tagline: "Watch and learn from Roger." Learn from him? Federer spends the first 25 seconds of the commercial explaining how to hit the shot, but then at the end he says, "don't try this at home." So we learn how to hit it but can't go test it? When I watch Giada De Laurentiis cook a chicken with mustard mascarpone marsala sauce she doesn't tell me not to do it at the end of the show just because I could burn myself.
Relation to hard-court tennis? Yes, although Federer loves himself on all surfaces. (Well, maybe not clay.)
What it should have been about: Teaching Ana Ivanovic specifically how to hit the shot.