Billie Jean King and The Women's Tennis Association recently launched an ad campaign called "Strong Is Beautiful." The ad features tennis favorites like Caroline Wozniacki, Serena Williams, Kim Clijsters, Ana Ivanovic, and Li Na. What are these women doing in the ads? Why, playing tennis of course. How do they look doing it? Sexy as all get-out with their itty-bitty skirts, glistening skin, and slow-motion movements.
The purpose of the campaign is to promote women's tennis and, according to the WTA, highlight "athleticism and grace -- a unique combination that has turned the stars of the WTA into the most recognizable and followed female athletes on the planet." I'm kinda thinking it's just to highlight these hot women's asses.
Yes, this will absolutely "raise awareness" for women's tennis -- not sure if that awareness will be coming from females, though. And wasn't that the point of the campaign? The women of tennis aren't highlighting their killer backhands to promote the sport (or endorse a product), yet are resorting to their tanned and toned bodies and long flowing locks to get you to pay attention. And of course, this isn't anything new.
It was only a few months ago that Serena Williams did an ad for 2K Sports for their Top Spin 4 video game that was deemed too sexy by several TV stations. (When the ad was pulled from YouTube by 2K Sports, Serena went ahead and posted it to her YouTube page -- guess she was proud of it!) There's also the Maria Sharapova Cole Haan ad that features her in a micro-mini and gladiator sandals while she holds a tennis racket and spreads her legs. And then there's anything and everything Anna Kournikova does. Does she even play tennis anymore?
We get it. The women of tennis are sexy. It's actually kind of weird how that worked out. But if the WTA sponsored this campaign to emphasize how liberating it is to be athletic, AKA to try to inspire young girls to take up the sport, well, it will probably only do the opposite -- make them insecure about their looks and bodies. And isn't that what they have celebrities for?
Check out one of the ads:
What do you think of women's tennis ads being so sexy?
Image via YouTube