'Hideously bad': Uniqlo under fire over 'awful' Roger Federer ad

Roger Federer’s tennis skills are unquestionable.

However his acting skills have left a bit to be desired.

The 20-time grand slam champ has been torched over a recent ad for new sponsors Uniqlo.

Federer recently switched from Nike to the Japanese clothing giants in a deal reported to be worth around $400 million.

However his first official Uniqlo ad has gone down like a lead balloon.

Federer plays the piano in the ad. Image: Uniqlo

Federer plays Bach on the piano in the new ad, which is actually promoting comfy jeans.

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

“I’m just getting started.

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

Aussie advertising magazine B&T has slammed the tennis champ’s ‘truly awful’ acting skills in an article headlined ‘Double fault! Tennis ace Roger Federer stars in hideously bad Uniqlo ad.’

“It’s unclear who the agency is that’s behind the 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’,” B&T noted.

The ad has been labelled ‘hideously bad’. Image: Uniqlo

Branding In Asia also took aim, calling the ad “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,” the site noted.

Matt Butler of i News in the UK suggested Uniqlo had made Federer look bad.

“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,” Butler wrote.

“The Swiss player is no stranger to toe-curling advertising campaigns, of course.

Roger Federer. (Photo by Julian Finney/Getty Images for The Laver Cup)

“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.”