What happens when the best tennis player in the world takes a golf stick? What fails. And he does it in front of the camera, with a sense of humor and without fear of ridicule. It is the premise of Yopro’s new campaign that, under the slogan “Even the Best Can Get Better at Subject”, proposes an unusual narrative in the universe of sports marketing: show the champions in learning mode.

With Betc Paris creativity, the campaign moves away from the usual domain, control and excellent account that characterizes many brands associated with professional sport. Instead, it adopts a more accessible, human and motivating vision: progress as a goal, not perfection.

The main piece, filmed by the duo of Spanish directors Xoxo, captures the playful energy of the filming and takes advantage of the natural complicity between the athlete and the filmmakers. Far from dodging his mistakes, Alcaraz laughs at himself, accepts his failures and shows a more authentic facet, in line with the brand’s values.

“As a brand, we believe there is no greater joy than feeling challenged and, little by little, improve something”said Carrie Mesing, global director of Brand Equity & Communication in Yopro. “That’s why we were excited to show Golf swing in the process of Carlos. Because we represent progress. And everyone wants to progress in something, even Carlos Alcaraz.”

The campaign thus reinforces Yopro’s positioning as an ally of everyday effort, beyond elite performance. A differential territory for a functional nutrition brand that now takes another step towards the construction of an inspiring identity from the real, the imperfect and as possible.