Ernests Gulbis may think that the top four players in men’s tennis are boring, but this new Peugeot ad featuring Novak Djokovic proves otherwise.
Among the Big Four, Djokovic is the most dynamic personality: an excitable man of the people with an eccentric side (he is a grown man with a poodle and a Goldendoodle; the poodle, Pierre, at one time even had his own Twitter account, gyeesh). Some have even ventured to call The Djoker, “The People’s Champ.”
Four days into the 2015 French Open, Peugeot released an entertaining new ad starring Djokovic, the French automobile manufacturer’s “worldwide ambassador.” The accompanying Peugeot press release prefaced the ad with this treatment: “In a rigid and backward world, Novak Djokovic bravely offers to improve the game in order to have more fun and better sensations.”
The storyline initially paints Djokovic as a court jester in the Victorian era engaged in a fabled tennis match with presumably a member of the nobility. The nobleman curiously appears to be a composite of both Federer and Nadal and is perhaps a jab at the pomp of circumstance of Wimbledon as well. After being shown up by his opponent, Djokovic slips out of his confining outfit and footwear and puts on the type of spirited display he is known for on the tour.
After hearing the applause for his performance, Djokovic exclaims: “You know what, I kinda like this game really, but maybe I got a few ideas to improve it. You know for more fun and better sensation.” A stuffy royal (perhaps symbolic of a chair umpire or tennis official) responds: “This world doesn’t need any improvement, fun or better sensation.” Upon this, Djokovic wakes up behind the wheel of a cherry-red four-door Peugeot hatchback and speeds off along a coastal roadway.
Many would argue that Djokovic brings “better sensations” to the world of men’s tennis, a circuit that currently lacks the personalities of years gone by. There will never be another John McEnroe, Jimmy Connors or Ilie Nastase, but Djokovic adds a bit of color to the often-drab canvas that is the ATP tour.
Peugeot’s current tag line is “Motion & Emotion,” two words that describe The Djoker’s game and disposition rather well. Who else would find time to attend an AC/DC concert in Paris on the eve of the French Open and take up saxophone as a new hobby.
Not everyone takes to Novak’s style on and off the court, but he does offer the game some “new sensations,” to say the least.