From Tennis Balls to Chocolate Balls: Roger Federer Debuts as Face of Lindor

Part-time Gillette spokesman (and trickster?) and full-time Swiss tennis champ Roger Federer's endorsement deals are expanding, even though he's no longer the world's #1 tennis player.

He debuted on last night's Emmy Awards telecast as the "global ambassador" of Lindt, the Swiss chocolatier, with a spot for its Lindor Truffles brand. (See the extended version of his Lindor ad after the jump, along with a behind-the-scenes look, with more on Facebook.)

Making a rare comment about newly divorced pal Tiger Woods, Federer was quoted over the weekend saying that he and Woods would rise again. He's eyeing his sixth title at the US Open, where he faces tough competition from current men's tennis #1, Rafael Nadal.

This is the first time in 160 years that the Lindor brand has been linked with that of a celebrity. While traditionally running the “Do You Dream in Chocolate” ads featuring the “Master Chocolatiers,” this new campaign "takes a humorous look into the life of Federer and the irresistible nature of Lindt’s signature Lindor Truffles."

The new campaign will run through Sept. 12, 2010, coinciding with the U.S. Open. It will also go global this Fall.