OK, so Rolex has had a long, long association with Wimbledon tennis.
And OK, Roger Federer is a giant of the game.
But seriously, this ad highlighting Rolex connection to Roger – and Wimbledon – is more tenuous than all those sponsorship ads that proudly say, “We work hard to make a great product and [insert team name] work hard to be a great team.”
Maybe I’m being a bit of a cynical bastard, but does it smack of being a bit shit to you too?
Especially the insinuation that when he checks his overpriced Rolex watch, he will remember the ‘hundreds of thousands of underprivileged kids in Southern Africa’ he is helping.
DOESN’T HELPING HUNDREDS OF THOUSANDS OF UNDERPRIVILEGED KIDS STICK IN THE MEMORY BY ITSELF?
I am not blaming Roger Federer – what he’s doing is a great thing – and I’m sure Rolex contributed to what he needs to achieve his goal, but as I said about Hard Rock Cafe’s when they did a ‘feed the hungry’ program, sometimes best intentions end up coming across with the absolute opposite impression, especially when your ego can’t help itself.