Tuesday
Aug312010

How Roger Federer's Sweet Tooth Caused Airport Woe (In A Humorous TV Spot)

"No chocolate balls allowed!"August 30, 2010: To coincide with the start of the 2010 U.S. Open, premium chocolate manufacturer Lindt USA has launched the TV leg of its global multi-media campaign featuring brand ambassador Roger Federer.

Federer. who enters the Open as the No. 2 ranked player in the world behind Rafael Nadal, signed a deal with Lindt in October 2009. Both Lindt and Federer call Switzerland home.

The humorous TV 30-second spot, “Airport,” will air nationally during the U.S. Open, with an extended version and behind-the-scenes footage on www.Lindt.com and YouTube. The U.S. Open runs now through Sept. 12 and will be broadcast on CBS, ESPN 2 and The Tennis Channel. Lead agency is Gotham Inc., New York.

Support will include a partnership with the Roger Federer Foundation that is intended to raise awareness and funds for the non-profit organization. For every match Federer wins during the Open, Lindt will donate $1,000 to the RFF, which primarily focuses its efforts in Africa, offering charitable grant-making opportunities to address the critical challenges in education for disadvantaged children.

Consumers and tennis fans also can visit the Lindt Facebook page to be part of the "Perfect Match Fan Giveaway" offering the opportunity to win a Nike duffle bag filled with Lindor Truffles every time Federer wins a round during the tournament. Federer has won the U.S. Open five times and was runner-up in 2009 to Juan Martin del Potro, who withdrew from this year's event due to injury.

The new creative supplements Lindt’s print and online “Do You Dream in Chocolate” campaign with Federer, which broke late last year.

In the TV spot, Federer is seen being questioned by two female airport security officers after getting off a plane. They open his duffle bag and find it filled with Lindor Truffles, which they claim they must confiscate. "New policy," they explain. "No chocolate balls." Then, eyeing Federer, they insist they must also detain him for further investigation.

Federer also has marketing deals with such companies as Nike, Gillette, Credit Suisse, Jura, Mercedes-Benz, Rolex and NetJets.

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