Tennis Canada has begun a new advertising campaign intended to attract children to the sport. The campaign, developed by Bensimon Byrne of Toronto, depicts tennis player Milos Raonic being outplayed by a young girl. The initiative consists of television advertising that will also be posted online, as well as social media activities. The ads will begin airing this weekend on Sportsnet One during the final of the Sony Ericsson Open and will run on several channels through the summer. "At its core, this campaign is about kids having fun playing tennis," said Joseph Bonnici, creative director of Bensimon Byrne. "That’s why we took a light-hearted approach when developing the concept for the PSA. Having Milos participate was a huge asset as well because he's the face of Canadian tennis and a big inspiration to many up and coming tennis players here."