Wimbledon’s new ad follows a butterfly dodging serves on Centre Court

Wimbledon has returned to its global brand platform ‘There Is Only One Wimbledon’ with a second instalment, ‘Where beauty meets the battle’, created by VCCP ahead of the 139th staging of The Championships.

The integrated campaign frames the tournament as the point where English-garden serenity collides with the ferocity of elite tennis.

At its centre is a cinematic 60-second hero film directed by Sanjay de Silva through Division Global, told from the perspective of a Holly Blue butterfly as the calm of “tennis in an English garden” is shattered by players in full flight.

The idea traces back to former French player Henri Leconte, who scooped a butterfly off court mid-match in 1986.

The work spans TV, social and striking OOH, rolling out across global broadcasters from the BBC to ESPN and Jio Star. It follows last year’s social-first stunts from the tournament.

Usama Al-Qassab, Marketing and Commercial Director at The All England Lawn Tennis Club, said: “Our 2026 film tells that story beautifully to our fans all around the world. A legacy of tennis gladiators, battling for victory, in the ultimate arena of Centre Court and all its beauty.”

Darren Bailes, Global Chief Creative Officer at VCCP, added: “There is only one Wimbledon. A truth and an endline. Tennis in an English garden. Nothing like it. This film tells the story of a butterfly in harm’s way on Centre Court. Forehands, backhands and big serves put our unsuspecting butterfly in danger.”