Sipsmith is highlighting its role as the official gin sponsor of Wimbledon with a playful campaign that places gin at the heart of tennis.

Created by Atomic London, the work features the strapline: ‘Looking for a smooth serve every time?’ which is designed to tie the taste of gin to tennis. 

The spot features a G&T being served back and forth in a rally. An umpire sips from her serve before calmly calling ‘quiet, please’ on a rooftop bar.

A crowd of friends cheers on what appears to be Centre Court, only for the scene to drop and reveal a laid-back park picnic. The creative idea being to take the familiar rituals of Wimbledon and recast them in everyday settings on order to show how the spirit of the tournament can be enjoyed anywhere.

A sustainable approach to production

The campaign was brought to life with a cinematic, contemporary edge by photographer and director Julia Fullerton-Batten. Shot using virtual production at Silverscape Studios in Manchester, the team was able to replicate time-of-day lighting and weather conditions while cutting carbon emissions by 70% compared to a traditional shoot. Sipsmith’s sustainable commitment was at the heart of this decision, with a continued effort to operate in a way that reduces impact on people and the planet, having achieved B-Corp status.

The campaign is running across print, social, digital and point-of-sale channels, with key executions including a series of 15-second films. Media planning and buying is by Media Bounty. This is supported by airport and trade activations via Avolta.

Amy Cockram, Senior Brand Manager at Sipsmith, explained: “Summer is a key moment for the gin category – people are out socialising more, and looking to elevate their drinking occasions throughout. We need to be front of mind, and Wimbledon gives us a standout way to do that. As the only gin brand with an official partnership, we’re in a unique position to tap into one of the biggest cultural moments of the season. This campaign is about bringing that to life with charm and wit.”

Louise Rudaizky, Managing Director at Atomic London, added: “With this campaign, we wanted Sipsmith to show up in a way that feels naturally part of British summer culture – a bit witty, a bit stylish, and unmistakably Wimbledon. It’s not just about being at the tournament, but capturing the mood that comes with it, wherever you are. We’ve taken those familiar tennis moments and given them a Sipsmith twist, creating something fun, crafted and full of character, just like the gin.”