Could we call this the BPOAT: Best Promo of All-Time?

The documentary chronicling Roger Federer's final two weeks as a professional tennis playerTwelve Final Days, dropped on Amazon Prime this week, and to celebrate, the streamer took over landmarks in two of the world's biggest cities.

In a promo in London, the city where Federer played his final match as depicted in the film, the Federer of the 2022 Laver Cup was seen hitting against his younger self draped on the canvas of the city's iconic Tower Bridge.

A tennis ball floated between the two towers as the dueling Federers rallied, before the film's poster materialized between them.


The same imagery was also seen in New York's Times Square, as Federer rallied with himself across Broadway.

Reception to the spots from fans on social media was overwhelmingly positive: Some hailed the promos as "insanely cool marketing," and the "holy s— of advertising," while others expressed disbelief at how the ball in particular was animated across the reality.

They even caught the eye of the star himself.

"These are so cool," wrote Federer on Instagram in a comment on the New York scene.


Federer's promotional circuit for the film also included screenings in both cities ahead of its June 20 premiere. The documentary features never-before-seen footage and interviews from Federer's final tournament, including with his wife, Mirka Federer, and chief rivals Novak Djokovic, Andy Murray and Rafael Nadal.