A powerful and poignant spot from Nike and Serena Williams, called ‘Voice Of belief’, leverages spiking interest in the iconic star and her sport linked to the 2018 US Open.
The campaign, created by long-time Nike creative agency Wieden + Kennedy, links Williams’ return to the US Open this week to original footage from an early, childhood training session.
‘Voice of Belief’ offer a glimpse of the roots behind Serena’s inner-drive that has enabled her to carrying on with steely determination despite health concerns following the birth of her daughter, Alexis.
The spot’s narrative arc starts with a young Serena training with her father: Richard Williams tells her as she practices shots and techniques to imagine that “This is you at the US Open”.
The ad then continues as it synchs her training with the stellar career highlights.
Towards the close of the commercial, Richard says “Be tough, just like you want to win it. Just like you’re at the US Open” and it closes with the line, “It’s only crazy until you do it.”
The spot is running in 60-second and 15-second versions on television,
and it is amplified across all the usual brand channels,
It’s only a crazy dream until you do it. #justdoit @serenawilliams pic.twitter.com/8XUuJwBbXw
— Nike (@Nike) August 27, 2018
and supported by digital billboards.
Comment:
This new campaign also launches a day after the French Open banned Williams’ now famous ‘catsuit’ outfit (which she wore this year French Open and which was designed to prevent blood clotting).
Nike responded to the announcement with a smart tweet in defense of its brand ambassador.
You can take the superhero out of her costume, but you can never take away her superpowers. #justdoit pic.twitter.com/dDB6D9nzaD
— Nike (@Nike) August 25, 2018
It also comes after Droga5’s Serena fronted US Open campaign for Chase (see case study).
This campaign not only follows in the footsteps of Nike’s March ‘Until We All Win’ campaign (see case study), but also other ‘younger selves’ spots such as those by Gatorade (see case study).
Links:
Nike
https://www.nike.com/Tennis
https://www.nike.com/us/en_us/c/tennis
https://www.instagram.com/nike/
https://www.youtube.com/user/nike
Wieden + Kennedy
