A powerful new social campaign from Chase leveraging its US Open partnership is fronted by Serena Williams and draws parallels between raising a child and winning a championship.
Developed in harness with creative agency Droga5, the campaign rolled out to coincide with Williams, who is seeking a record 24th Grand Slam singles title, playing her quarter-final match in the 2019 tournament.
Spearheaded by a social media spot and running under the #ThisMama hashtag, the hero film weaves together the parallel narratives of her athletic achievement and motherhood into the story of a single, singular life.
The short film starts with a sonogram, as a reporter congratulates Williams and includes personal videos and photos of Williams’ pregnancy while in a voiceover she outlines her excitement and struggles (and iot eventually becomes clear that her words are from a press conference after her very first Grand Slam win 20 years ago at the US Open in 1999).
The spot also includes footage of Williams’ daughter Alexis Olympia and even shows Williams in recovery after her much reported on difficult delivery when she suffered from a pulmonary embolism (in the aftermath of which Williams has become a vocal about the substandard care many expectant mothers, especially women of colour, often receive in the USA).
We’re all behind #ThisMama on the court and off of it. Keep going, @serenawilliams! pic.twitter.com/dkXCgwcbIx
— Chase (@Chase) September 1, 2019
Comment:
This intertwined, powerful tale picks up from where Chase’s 2018 US Open campaign left off.
It is a more introspective, more campaigning and more challenging and less upbeat extension of last year’s creative which was set to LL Cool J’s ‘Mama Said Knock You Out’ (see case study).
Williams won her 23rd Grand Slam singles titles at the 2017 Australian Open when she was eight weeks pregnant
Links:
Chase / JP Morgan Chase
https://www.jpmorganchase.com/
@Chase
https://www.facebook.com/chase
https://www.instagram.com/chase/
https://www.pinterest.co.uk/chase/
https://www.linkedin.com/company/chase
Droga 5
US Open
https://www.facebook.com/usopentennis
https://www.instagram.com/usopen/
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