So it seems we were right, they are models, not tennis players. But there are many more games going on here as well as tennis.
Wimbledon is in full swing and Andy Murray is in the semis (2 July), having survived a tricky post-match interview with Gary Richardson (surely the model for fake sports interviewer, Alan Partridge?)
But what is really going on in this new poster for Evian? Clearly it is all about sex and the usurping of male values and institutions. 'Order, order', the old order is changing. John Bercow must be a woman in drag.
The picture shows a fragile phallic structure with male legs disappearing out the top of the picture and two women underneath, able to topple the unseen male blazer at any moment. The woman on the left represents women seeking equality in sport, demurely checking her racket and trying to be taken seriously. Her partner on the right is brazenly flaunting conventions and showing off her body, provocatively holding a bottle of Evian to her legs with an expression of pleasure on her upturned face, as if to say, is this what you want?
The onlookers who are nearly all male, are impassive and self-centred, like viewers of porn, not a sporting spectacle. Everyone is waiting, time is suspended, while the woman on the right reflects back our inauthentic gaze with her fake performance and her partner waits to do the real thing.
Sisters are doing it, for themselves.
And of course the scene links back to The Great Gatsby, in which a bunch of privileged and morally bankrupt characters swan around, drinking heavily and bitching about each other, in the oppressive heat, under the symbolic gaze of the spectacles (here replaced by a pair of legs). Representing the end of the male-dominated era, the absent hero, the arrival of women at last in society.
Of course, Evian's sponsorship of Wimbledon is a clever recognition of the sexualisation of women tennis players and is a celebration of the inauthentic nature of our interest in the tournament. Possibly. They are clearly complicit in undermining the old, male order with surreal, distracting imagery, in order to allow women to infiltrate into the scene. And to support Roger Federer with these mind games ...