Basmah Qazi


The harsh verdict of Roger Federer's new ad for comfy jeans: "Hideously bad"

The harsh verdict of Roger Federer's new ad for comfy jeans: "Hideously bad"

Roger Federer may be one of the greatest tennis players of all time, but the athlete has been stung by harsh criticism for his acting skills, after appearing in a clothing advertisement as part of his $US300 million sponsorship deal.

Starring in an ad for Japanese clothing company Uniqlo, Federer has been criticised for his “hideously bad” acting as he tries his best to promote a pair of jeans.

The ad shows the 20-time Grand Slam winner playing Bach on the piano as he issues life advice to those watching.

“My time off the court is just as important as my time on, because tennis is just the beginning of my story,” he says.

“I’m just getting started.

“My life. My Jeans. Authentic jeans with all-day comfort.”

Australian advertising magazine B&T reviewed the ad, complete with the headline: “Double fault! Tennis ace Roger Federer stars in hideously bad Uniqlo ad”.

The review claimed the TV spot was “truly awful” due to Federer’s acting.

“It’s unclear who the agency is that’s behind this rather awful ad, however, a spokesperson for the brand has described the spot as a visual story of the tennis champion ‘enjoying life at home in jeans’, wrote B&T.

And they weren’t the only ones that were unhappy, as Branding in Asia said the ad was “less than inspiring”.

“We’re ranking this quite low on the inspiration scale, and let’s be honest, Federer’s acting could use a bit more passion,” wrote the site.

Matt Butler, from UK’s Writing for iNews, said the ad was not a good look for the 37-year-old.

“Poor Roger Federer. The man widely regarded as the world’s greatest tennis player in history is only seven months into his deal with clothing giants Uniqlo and they have already made him look an absolute plum,” wrote Butler.

“The Swiss player is no stranger to toe-curling advertising campaigns, of course. We are of course talking about the man who donned a ghastly, preppy cardigan or an off-white blazer to wear on his centre-court walk-ons during Wimbledon in the Noughties, because Nike told him to.

“But his latest foray into salesmanship raises the face-palm bar way, way higher than a garment which combines technologically advanced fabric and large, easy-to-close buttons.”

After ending his partnership with Nike after almost 20 years, the tennis champion signed on to a 10-year contract with Uniqlo late last year.

Federer, who is now the face of the brand, will still be working with the Japanese fashion retailer even after his career ends. 

What do you think about Roger's acting in the ad? Share your thoughts with us in the comments below.