firm are really keen to make mega money from him apparently. So, we keep getting these airbrushed, soft focus, shot in flattering black and white, photo shoots to convince us that an essentially ugly man is the new Beckham. We get his prickly, unpleasant personality toned down to make him seem like someone people can warm to. We get the incessannt interviews before each grand slam telling us he 'is on the verge.' 'just about to,' 'nearly,' 'on his way' to winning a slam.
firm has the following problems however, imo:
He is not physically attractive
He is not likeable
He has zero charisma
He exudes no warmth or vulnerability which makes a public figure appealing to a large audience
And most importantly of all, he is not a champion. A good, solid player, but not a slam champion.
Also, popular players or actors or popstars tend to gain a natural momentum in their popularity ie the public is naturally drawn to them and the media then cottons on to that natural popularity and helps build it up even more. When a PR
firm tries to dictate to the public, it doesn't work.
Murray's been around for years. If he was going to be loved like Nadal is for example or have girls drooling over him, it would have happened by now, Testino photoshoots or not.