“Latte macchiato, please. Ground, not capsuled…”
Roger Federer’s latest endorsement deal has him doing his best Bond impersonation, only instead of the shaken vodka martini, Fed prefers a froo-froo European coffee drink.
The spot is for Jura espresso, the $3,600 Swiss-made coffee maker that plans to go head-to-head with Keurig in the U.S. (thus the ground, not capsuled reference).
The new spot seems to pick up right where a previous one left off, in which Federer set up glasses filled with espresso shots, removes one glass, and serves perfectly into the missing space.
This time around, Fed is ripping off his tennis gear to reveal a refined, dapper Federer in a full tux, shmoozing at a bar in some remote Monte-Carlo-type back room.
It seems rather predictive of Federer’s next phase of life post-tennis. He’s made it to the top of one of the most premier sports in the world, and blazed a trail in the process that will be difficult to beat going forward. But when he takes off his court clothes, what lies underneath?
Along the way he’s also made himself into a man of sophistication, taste, and class. It’s the perfect endorsement personnae: like saying “If I like it, it must be superb.”
Fed is the modern ideal man — first you make a million playing a highly competitive sport, then you translate that into a lucrative second career in business. Like Jay-Z who conquered poverty, hip hop and modern business all before the age of 40.
While Federer’s time on the courts has certainly set new standards for the sport, who’s to say what his second career will hold for him. When you have the drive and skill to take yourself to the top level of tennis, anything can happen when that drive is pointed in another direction.
Federer as Bond in 2020? That would actually be a bit of a disappointment. How about Federer as Swiss Ambassador to Hong Kong…