OPINION: Mills on ... Women's Tennis Association.

What is it about sport that brings out the irresistible urge to pun in journalists?

'Hewitt falls victim to a grass master' went one headline at the weekend.

'Supernova Sharapova' went another. 'Ginny Wades in' (as in Virginia Wade) went a third. 'Philippousis serves up notice' went a fourth. And those were the least bad ones.

Whatever it is, the disease seems to be infecting copywriters too Reading the ads in the Wimbledon programme (it was a dull match) last week, was to see the pages littered with naff puns and crass wordplay. Don't they realise everybody else is as uninspired as they are?

So we have 'Classic drop shot' (Buxton Mineral Water); 'Always match fit' over a picture - and I ask you why - of a zebra for Investec; 'Faultless deliveries' for a building company; 'Advantage Peugeot'; 'Serving suggestion' (Coca-Cola); 'Perfect serve' (Jacob's Creek); 'Game, set and match to Benadryl'; 'Great service' from Grundon Recycling and, most risible of the lot, 'It's a question of style' above a picture of the A Question of Sport presenter Sue Barker for Wimbledon-branded sunglasses. Whatever qualities dear old Sue may have, style isn't one that springs to mind. The only things missing are any ads using those notorious Maskellisms 'Oh, I say' and 'What a peach of a backhand pass'. It's only a matter of time, though.

It was a relief to find among the dross this ad for the Women's Tennis Association, part of a new TV and press campaign through TBWA/Chiat/Day.

OK, so it may borrow from a well-known phrase but at least in inverting it, it applies some wit, imagination and visual distinctiveness. She's some specimen, Serena.