The internet is an interesting place and a rebellious place to hang out. Anna Kournikova recently signed an endorsement contract with Kswiss shoe manufacturer. Like most things nowadays the commercial can be viewed on the internet. Kswiss posted their own spot and it got about 500 views. A fan site put up the same exact 30-second spot and it has 5,000 views. But that is not why I am writing this entry.

I have seen the commercial on TV a few times and I was always struck by the ending of the commercial. As you will see Anna comes on at the end is takes ready to serve. They cutaway and you see her from the back as she takes her racquet back to wind up. Look closely and you will see it is not really Anna but an animated version of her serving!

The first thing I thought was. Can't Anna serve? Her serve is terrible but for a TV commercial she can pull it off. Each time I saw this commercial I couldn't figure out why the producers would do this. Could it be cheaper to animate? Did Anna have a "no hitting" contract? Was the production "in the can" and they realized they needed a additional shot?

None of the above, Anna is too skinny. Kswiss wants to promote a bold brand the pushes the limits of expression along with all the other benefits to associated with an active lifestyle and the popular Anna Kournikova. So the answer to the production question is. It is easier to animate Anna than to get her to become "buff" again like in her playing days.

So they must of looked at the footage and saw this emaciated former tennis pro and said you know what this isn’t going to work. Let’s bring in the animator!

Check out the video below and tell me what you think. You can see it more clearly on TV than over the internet but take a look.

KOURNIKOVA TV COMMERCIAL