New Nike commercial celebrates Federer's eighth Wimbledon

"You don't play Roger Federer on grass. You play on his grass."

That's the latest tagline for Nike's poster child as the company celebrates Roger Federer's record-breaking eighth Wimbledon title with a new logo and commercial (the latter being quite dramatic). Like a movie trailer, each word slams across the screen; "If you are not here to cut the grass, get. off. my. lawn." The new logo also flashes across the screen in the end.

Replacing the "g" in "Roger" with an 8 was certainly a clever detail:

Nike's commercials for Federer have been increasingly clever, including this recent one, where thousands of fans are so inspired by the Swiss, they go running around the city, frantically looking for courts:

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