FILA CANADA LAUNCHES NEW FX SPOT
By Adnews Staff
Fila Canada of Richmond Hill, Ontario is in full "Tennis FX". A new television spot by that name made its debut during coverage of the DuMaurier Tennis Championship in Toronto over the weekend. The 30-second spot, developed by MACPHEE + PARTNERS of Toronto, is the second in a campaign promoting the "Raw Performance" appeal of Fila sports footwear and apparel. The spot features Canadian tennis player Nela Bogdanovich, dressed in Fila apparel, dashing from one side of the net to the other, returning her own shots. "Fila is seen as a cool fashion statement but we want the world to know that the brand also stands for technical excellence and high quality performance," said Michael Giese, vice-president and general manager of Fila Canada. Tennis FX will be on the air until October 25. Its purpose is to reinforce the brand that was established with the first Fila television commercial which ran from May to the end of July. In it, a teenager wearing Fila shoes executed a leap on a skateboard ramp-without the benefit of skateboard.