'You Cannot Be Serious!', the global Sergio Tacchini campaign celebrates John McEnroe – photos by PAWEL FABJANSKI
Former Italian tennis player Sergio Tacchini has been known since the 1960s particularly for the sports fashion brand, founded and named after himself : SERGIO TACCHINI. The latest Sergio Tacchini ADV campaign was photographed by PAWEL FABJANSKI for the agency D-SIGN and is focussed on the brand’s core elements : “Irony, tradition, a clean-cut image”, which together with conscious understatement and confident style – paired with the clever claim – perfectly underscore the essence of the brand.
We quote Sergio Tacchini: “Young people with well-defined character are the main players of our times: the sports lover with strong features reminiscent of hooligans, the rather egocentric, over-the-top artist, the model and the urban ninja, the metropolitan girl who, despite her masculine look, maintains her eye-catching femininity. All young people who stand out from the crowd thanks to their charisma, just like John McEnroe did 40 years ago.
“You Cannot Be Serious” is in fact the claim for this campaign, the words exclaimed during this young American talent’s meltdown at the Wimbledon tournament in 1981 after the umpire refused to overrule a line call. This claim reflects the vehemence and hint of arrogance shown by this genius of tennis, who felt that victory at Wimbledon was almost his right. He then went on to win this and many other tournaments, becoming a true champion. It has a dual message for the Tacchini campaign: “You Cannot Be Serious?” in the sense of the attitude of the four characters but also the very idea of not taking yourself seriously, leaving room for irony. A commonly used expression that has become historic thanks to the uproar it caused then, used in what was the temple of tennis and elegant gestures and behavior. A phrase that is today symbolic for young generations.”
About – Sergio Tacchini, a world renowned Italian sportswear brand, was established in 1966 by Italian tennis player Sergio Tacchini. Over the years, the brand’s name has become synonymous with Italian style and elegance, and its clothing has gained international recognition through celebrity endorsements from some of the greatest tennis champions of all time: John McEnroe, Jimmy Connors, Vitas Gerulaitis, Mats Wilander, Gabriela Sabatini, Pete Sampras, Pat Cash, Martina Hingis, and Novak Djokovic, with whom the brand has reached 37 Grand Slam victories. Today, the brand is still a leader in distinctive sportswear with an authenticity resulting from its tennis DNA for discerning consumers seeking to unite elegance with an active lifestyle. The brand is an official technical sponsor of the Rolex Monte-Carlo Master tennis tournament. GoSee: sergiotacchini.com
CREDITS
Client Sergio Tacchini
Production Mattia Bonci
Advertising Agency D-Sign
Art Director Cristina Clerici, Alessandro Riva, Gaetano Simeone
Model Gytis Gedvilas
Model Annalisa Blaha
Model Martin Boyle
Photographer PAWEL FABJANSKI
About PAWEL FABJANSKI
PAWEL FABJANSKI, a commercial photographer based in Warsaw, Poland. His biggest interest is the thin line dividing art from commercialism – that’s what his photos are about. He creates pieces of art where both – aesthetics and concept – are equally valued features. Apart from being a commercial photographer, Fabjański is also a lecturer at Polish National Film School in Lodz.
Pawel Fabjanski is represented by two international photo agencies: ShootMe (Poland) and Take Production (Italy). He received awards in KTR contest (Club of Advertisement Creators Poland) and Silver Lion granted at annual advertising festival in Cannes. His photos were presented in "200 Best Ad Photographers Worldwide" albums published by Luerzer's Archive. He was also recognized by the GoSee Editorial Award jury and listed among the top 20 Screenings 2012 Finalists.
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