Un-see to see

For the last seven successive seasons, Federer has held not just the tennis lover’s imagination, but that of a fair bit of humanity. So, what’s so special about him ( aside from the fact he wins grand slams the way you and I might sip coffee?) And why talk about the man when this is not a piece on tennis, but on advertising?

The answer to both those questions is a much proffered, but often misunderstood reason - creativity. We were all born to be extraordinary and that’s why we gravitate towards what we perceive as creative. And frankly, in spite of a zillion definitions, just what is creativity? I believe it’s about seeing what everyone sees, in a new way. It’s about un-seeing the mundane and the mediocre. The way Federer makes us un-see tennis. The way some ads make us un-see a product.

 

Six years ago in 2003, Honda ‘Cog’ was created. That unending 2-minute piece of wizardry, where 100 (or was it 200) parts fell tantalizingly into place to create a car. Twisting, turning, swaying and skipping to result in pure visual sorcery. You may have seen countless car ads, but if you saw ‘Cog’ even once, it would stick. Simply because it made you un-see. It revealed a car like never before. And went on to win every advertising award.

Six years ago in 2003, Roger Federer burst into our mind space too, winning his first Wimbledon title. Playing tennis in a very ‘Cog’ way. Come to think of it, Federer is not just about tennis, he’s about sorcery and wizardry. You will never find Roger play in a blur, whizzing maniacally from one side of the court to the other, grunting and crushing the tennis ball like it is something that is to be overpowered or vanquished. Instead, he always seems to have time on his hands, caressing, cajoling and almost loving the tennis ball to do his bidding. Surprising you with his style. Finding the most gratifying angles with his silken touch. Raising the sport to a level of fine art.

Because if you really think about it, do we love Federer just because he is one of the greatest ever tennis players? There have been other great champions too, but have we loved them with the same care and tenderness? Why is it, that a loss for Federer brings pain worldwide? I have come to see just one reason for this.

Federer makes us see tennis like never before. He makes us un-see the mundane and the mediocre. He is all about grace and goodness and giving joy through the game he plays. The kind of joy one feels when gazing upon a beautiful painting, listening to an intense piece of music, or viewing a magically crafted piece of communication. As human beings we are all artists. We all want to leave behind a more beautiful world.

And every time Roger Federer steps onto court, he paints a picture of our real purpose in this life.

 (The author is National Creative Director, Dentsu Marcom)