By Barry Janoff
January 11, 2017: If it’s January it means that the first tennis Grand Slam of the year is approaching, and it also means that Novak Djokovic will get a lot of air time prior to competing in the Australian Open (Jan. 16-29) in Melbourne.
Djokovic this week has unveiled with Jacob's Creek, "Who Makes You," a series of spots described as “giving tennis fans a rare glimpse into the life of the international tennis champion.”
Djokovic, ranked No. 2 in the world (behind Andy Murray) and not No. 1 for the first time since July 2014, is using the series to share “some of the most significant people that have contributed to his journey.
That includes his brother, Marko Djokovic; his wife, Jelena Djokovic; and his most ardent opponents, Roger Federer, Rafael Nadal and Murray.
"We all have people in our lives who make us who we are," Djokovic said in a statement. "Strength, both physical and mental and the perseverance needed to push on when others give up, comes from the people, places and passions that we come across on our journeys.
"Working with Jacob's Creek gives me the chance to highlight the special people in my life and how they've guided my story."
Djokovic, whose marketing partners also include Uniqlo, adidas, Seiko and ANZ, has been appearing in up-close and personal spots for Jacob’s Creek for the past two Australian Opens under the umbrella "Made By" campaign.
Support includes Internet, social media and on-site activation at the Open.
Jacob’s Creek is an official partner with the Australian Open, along with such brands as Kia, ANZ, IBM, Coca-Cola, Emeritus, MasterCard, Toshiba and Rolex.
In "Who Makes You," Djokovic says, "What made me the player I am today? Of course, there’s training, mental strength, physical strength and the willingness to persevere when all others give up. But the real question isn’t what make me but who. We all have people in our lives who make us what we are," followed by shots of his brother and wife.
In "Opponents," Djokovic offers, "I don’t think I would be as good as I am today if I did not have the competition as strong as I’ve had in my biggest rivalries. Federer, Nadal and Murray are players who have specifically contributed to my growth and success.
"They made me improve, get better, understand what I needed to do to be on top."
According to Derek Oliver, global marketing director for Jacob's Creek, "Jacob's Creek celebrates authenticity, a quality that Novak embodies. The new films capture some extraordinary moments between Novak and the people who have influenced him."
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