Wimbledon, the Virtual Victory.

                  
“Get the best seat in the house” for the Wimbledon victory that failed to be.

Tennis match scene displays player vs player, and an anonymous referee in between players is situated up above on a referee chair. Murray sits content, posing at the camera, conscious of a public crowd, whilst the other player is seated on the opposite side of the court, leaning forward, looking towards Murray with a towel and racket against the floor court. The grass court mirrors British and Wimbledon tennis championships, and for this instance places all decoding within the Wimbledon context.

Both players are uniformed in white polo shirts, shorts and trainers, here by following Wimbledon and tennis norms. However, Murray appears kitted out in branded gear, for those who don´t know his three sponsors are Adidas, Highland and Head. The fact Murray is sporting branded garments and his opponent models “white label” clothing; Murray is given face value as a supported and followed athlete, and a classified winner. The branded clothing adds value to his “game”, his performance and technique.

The advert slogan for Highland Spring Water is “Get the best seat in the house”, it making reference to the human sized tennis ball Murray is seated on, giving the viewer a direct order and encouragement to further review the advert via a website URL displayed. “Get the best seat in the house” is significant of Britain’s power sport (tennis) and it’s national pride and possession of players such as Andy Murray. Highland Spring Water are attempting to reach out the general public, and make tennis a sport for all, detracting from stereotype beliefs and ideologies that the culture of tennis is inaccessible. “Get the best seat in the house” also reads as a confident call from Murray for support, for viewers to be enlightened by tennis and even to grow an interest in the sport.

Murray is portrayed in a domestic light underlining the idea that Murray is a national treasure, stripping down any Scottish patriotism and presenting him as “the one to watch”, the hopeful and “chosen one” for a UK victory in world rankings of tennis. His image is redirected by Highland Spring Water in time for Wimbledon 2010. His public persona is revitalised from one that carried negative connotations such as nickname “mr.grumpy” (Mirror, 2008) to now “Scottish or British? Just hail Andy Murray,” (Times Online, 2010), a friendly approachable character who is currently at the peak of his career and possibly “the one” to overcome any disbelief the nation may have towards UK tennis athlete’s such as Tim Henman.

Highland regurgitate the high expectancy that Murray confronts and empower his status as a sporting spectacle, “all eyes on me” is the subliminal message one can receive. Murray appears to be fearless and destined to be a successful athlete in UK sporting history, let alone tennis.

A final observation would be the fact a water brand is representing Murray and the sport of tennis, unlike the sports such as football or cricket that will be more than often associated with beer. This perhaps draws on 1) the culture of tennis and etiquette or, 2) Murray being a role model to a young generation of tennis players and sport enthusiasts. Highland and Murray work as a dynamic duo to purify the world of sport and challenge nation’s necessities to reconnect with UK heritage.

It’s a shame Murray didn’t take the Wimbledon champion title, but the Highland pre-warning, request to get the best seat in the house was worth it to watch Murray reach semi finals. Daily Mail (2010) subtitled his loss this year with "Where's it going wrong? Andy Murray endured a miserable afternoon on Centre Court." and followed with a conclusion: "Until Murray can find a way to do the extraordinary, and win the biggest points against opposition of this incredible calibre, the long wait will go on. Nobody said it was easy."

"The long wait will go on..." Are the media keeping Andy Murray´s portrayal of ever being praised and celebrated under lock and key? Is he a prisoner of this sport or a victim? Will Murray ever be presented as a hero or was this Highland Spring advert the closest he will ever get? A campaign destined for success and empowerment and, which intention´s are backfired post wimbledon. Was 2010 his last shot for his image to be reborn?