Padel (pronounced 'paddle) is one of the fastest growing racquet sports in the world but what exactly is it?
That's the question BeIN Sports Asia entrusted me to answer for their audience, all in the space of a 60-second clip. The goal is to introduce the sport and establish BeIN as the home of padel across the network's broadcast and social media platforms.
To reach as large a viewership as possible the spot was translated into Bahasa Indonesia and Thai.
To describe padel I decided to go with a vibrant, animated, rebellious look and give the script a cheeky yet informative tone. Musically, there is a distinctly Latin feel given the popularity of Padel in the Spanish-speaking world.
So to answer the initial question, padel is a fast and furious racquet sport.
Or to put it another way imagine if tennis, badminton and squash got together and had a baby. That's padel!
I came up with the concept, wrote the script, edited and produced the spot, and mastered the social media assets. The magnificent Mohammad Zaki worked on the graphics and animation, the heroic Huda Abbas mastered on-air versions (as I was out of Singapore at the time), the irrepressible Ian 'Lofty' Fulton voiced the English script, Suite Sound sorted the mix and Durai Ramanathan was the Creative Manager.
This spot has managed to pick up a few accolades on the way.
It won a Silver Promax at the 2022 Promax ANZ Awards for Best Use of Design in Video.
At the New York Festivals TV & Film Awards 2023 it picked up Silver for Art Direction and Bronze in the Sports Program Promotion category.
Woohoo!
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The English and Indonesian versions of the spot have been published on BeIN's Instagram pages:
English version - https://www.instagram.com/tv/Cfsq1OUOkIr/?igshid=MDJmNzVkMjY=
Indonesian version - https://www.instagram.com/p/Cfs3gHWMVt-/?igshid=YmMyMTA2M2Y=
