‘Best I’ve seen’: Roger Federer takes over London in ‘iconic’ sight

Two years on from Roger Federer’s retirement as one of tennis’ greatest ever players, the legend has proven he can still stun the world.

The Federer ad was instantly iconic. Photo: AFP and Twitter

He may have retired the best part of two years ago but Roger Federer is still making waves across the world.

As the Big Three era continues to wind down as Rafael Nadal seemingly nears retirement and questions begin to be asked about Novak Djokovic, Federer is still as big a drawcard as ever.

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Whether it’s sitting in the Royal Box at Wimbledon or hitting the slopes with skiing legend Lindsay Vonn, Federer simply can’t do anything quietly.

So when Amazon Prime Video documentary Federer: Twelve Final Days arrived earlier this week, it was never going to be a quiet launch.

To celebrate — and advertise — the launch, Federer appeared to take over two of the world’s biggest landmarks in London’s Tower Bridge and New York’s Times Square in viral social media videos.

Both promos showed Federer from the 2022 Laver Cup — his final tournament that is the centrepiece of the documentary — playing against his younger self.

On Tower Bridge, Federer appears to be hitting against himself projected on each pylon, complete with a ball going between the pair until the film’s poster appears between the Federers.

In the Times Square promo, the Federers are project onto buildings and hitting a ball between each other.

Federer himself posted: “These are so cool” on an ATP Tour version of the ad.

The ads are an example of CGI advertising and had fans blown away.

On Barstool Sports, the story was titled: “The Federer Documentary Promo On The Tower Bridge In London Is The Greatest Ad I’ve Ever Seen.”

Art and design publication Creative Bloq wrote the promo was “iconic”, adding it is “some of the best CGI marketing I’ve seen”.

Tennis.com called it “the BOAT: Best Promo of All-Time”.

The Tennis Letter X account wrote: “Roger Federer playing tennis with a younger version of himself on Tower Bridge in London. One of the most iconic promos I’ve ever seen.”

Harry Murray MBE posted: “That’s genius — promoting Roger Federer’s career documentary and promoting London at the same time.”

Another fan commented: “Haven’t seen a more creative banner ad. Simply astonishing.”

Another wrote: “Idk whats real anymore.”

A third claimed: “This is called levels. Federer is bigger than tennis.”

Another said it was “some insanely cool marketing”.

A fifth added: “If there is an award for the ‘Holy S**t’ of advertising. everyone else is fighting for second.”

Federer: Twelve Final Days is currently streaming on Prime Video.

Federer retired in iconic fashion as well. Photo by Clive Brunskill/Getty Images for Laver Cup

The documentary also covers Federer’s emotional final tournament at the 2022 Laver Cup.

It also features comments around Novak Djokovic, with Federer admitting he didn’t respect the Serbian early in his career.

“I played him in Monaco the very first time (in 2006) and I walked off the court and thought ‘yeah, he’s OK’,” Federer said of his 6-3 2-6 6-3 victory at the Masters 1000 event in Monte Carlo.

“Even though there was some hype around him, I wasn’t really fully convinced.

“I think I didn’t give Novak the respect he deserved because of his technical flaws.

“I felt like Novak had a very extreme forehand grip and his backhand for me wasn’t as fluid as it is nowadays.

“But then he ironed those things out super well and became an unbelievable monster of a player.”

Federer also revealed he may come out of retirement just one more time.

Asked by Gazzetta dello Sport, Federer admitted all the Spaniard had to do was ask.

“I don’t think we’ll play doubles together at Laver. But if he asks me, I’ll be there,” Federer said.

Originally published as ‘Best I’ve seen’: Roger Federer takes over London in ‘iconic’ sight