JP Morgan Chase Activates US Open Sponsorship With Serena Williams’ ‘Mama Said Knock You Out’

Chase released a flagship film fronting its sponsorship of the 23018 US Open starring new mother Serena Williams as she goes back to work at the New York Grand Slam.

The spot, helmed by Martin De Thurah, aims to explore Williams’ parallel duality as a nurturing mother and ferocious, fantastic athlete.

The film, which links nursery and tennis court sees the tennis superstar put her daughter Olympia Jr to bed and then head to work on the tennis court, revolves around Williams repeating the lyrics to LL Cool J’s ‘Mama Said Knock You Out’.

The commercial’s narrative echoes a classic spiritual and features the star preparing for the tournament.

But it is the clever approach to the track’s lyrics, penned in 1990, placing them in a new setting and offering a fresh perspective on their meaning.

The 23-time Grand Slam champ says: “I’ve been here for years, I’m rocking my peers, puttin’ suckers in fear”, before declaring “Don’t call it a comeback. I’m gonna knock you out. Mama’s gonna knock you out.”

The message here is not just for Williams, but for mothers around the world: motherhood isn’t something to come back from. It’s something that’s making #ThisMama even stronger.

In addition to running on US television, the spot is amplified across the brand’s digital and social channels including YouTube, Instagram,

It’s not always perfect. It’s not always easy. But for @serenawilliams and Mamas all over, having a child is something that can make you even stronger. #ThisMama is making her return to the @usopen and we’ll be cheering her on the whole way. Mamas, what are you taking on?

A post shared by Chase (@chase) on Aug 22, 2018 at 7:56am PDT

and Twitter.

It’s not always perfect. It’s not always easy. But for @serenawilliams and Mamas all over, having a child is something that can make you even stronger. #ThisMama is making her return to the @usopen and we’ll be cheering her on the whole way. Mamas, what are you taking on? pic.twitter.com/ColqtH3ZQB

— Chase (@Chase) August 22, 2018

And with further supporting content on the bank’s blog – including a Q&A interview with the tennis icon.

See https://www.chase.com/news/082118-serena-on-motherhood-and-the-episodic-career

With further promotion from William’s herself on her own channels with the #ThisMama hashtag.

Kids humble us. The other day on a flight home Olympia insisted on running up and down the aisle and when I finally got her to sit still, she threw up all over me. #ThisMama would love to hear your stories of motherhood.. even ones like this! Share and tag them with #ThisMama. pic.twitter.com/9N5duB2M3t

— Serena Williams (@serenawilliams) August 26, 2018

‘Mama Said Knock You Out’ was created for Chase by creative agency Droga 5,

Droga5 says that the campaign aims to act not just as an show of support for Williams, but also to serve as a reminder that she’s not ‘coming back’ but simply starting the next chapter.

“The objective of this piece of work is to show that Chase is supporting all moms out there who are making the most out of life and to say that we’ll be here, when they need us, to help them make the most of their money,” said Droga5 founding partner Duncan Marshall.

Comment:

Just as she broke down barriers and taboos in the tennis world earlier in her career, Williams is now doing the same for motherhood and careers.

This an inspiring and powerful campaign that aims to change perceptions of motherhood.

This campaign echoes the narrative that if there is one thing that Serena Williams has proved as a person and as a sports star over the last year it is that she’s nigh on unstoppable.

This campaign echoes that narrative and the creative approach is more akin to the sportswear sector or a spot by her sponsor Beats By Dre rather than a financial sector ad.

But it is non-the-worse for that.

Interestingly, it stands in stark contrast with the parallel ‘preparation’ themed creative rolling out from rival finance brand and fellow US Open sponsor American Express and her sister Venus.

Serena has been a brand ambassador for Chase since 2015 and the partnership has seen her help bring the brand purpose and tagline ‘Make More of What’s Yours’ to life.

The idea being that maximising your financial opportunities helps you live life to the fullest.

The 2018 US Open marks the 37^th year that Chase has partnered with the tournament 9and the second year it has acted as the official presenting sponsor of the Men’s Singles Championship.

Chase uses its tennis partnership to promote, inspire and support hard work, excellence and competitive spirit.

Its activation programme also includes:

> Chase customers who purchased tickets to select US Open sessions can refresh with drinks and snacks at the Chase lounge while onsite.
> Chase Charge & Watch: which enables tennis fans to catch multiple matches with a live-video mobile charger that simultaneously charges a phone while giving live video of the matches without using data or Wi-Fi.
> Chase also provides multiple ATMs throughout the US Open grounds.

Another strand of its tournament activation sees it help support the next generation of greats by donating $150,000 to the USTA Foundation to support the development of junior tennis and educational programming in 10 underserved communities/cities across the USA through ‘Chase: Return The Serve’.

Plus Chase also backs the ongoing, associated ‘Art Courts’ project.

Links:

Chase / JP Morgan Chase

https://www.jpmorganchase.com/

https://www.chase.com/

www.chase.com/usopen

@Chase

https://twitter.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