Nike’s latest values-based, powerful commercial debuted during the 2018 Oscars ceremony and stars and celebrates Serena Williams
This 30-second spot, created by long-time agency Wieden + Kennedy Portland, features a footage montage of Williams on the tennis court over the years and a powerful, statement-style voiceover by the tennis super star about womanhood, race and motherhood.
The narrative doesn’t only focus on Williams dominating the court, but sees her speak about rising above the difficulties she has faced from critics:
“I’ve never been the right kind of woman. Over-sized and over-confident. Too mean if I don’t smile. Too black for my tennis whites. Too motivated for motherhood. But I’m proving time and time again that there’s no wrong way to be a woman.”
The spot ends with a title tagline “Until we all win”.
The commercial, which debuted on Sunday night during the ABC telecast of the 90th Academy Awards ceremony, acts as a celebration marking International Women’s Day (8 March).
“As we approach International Women’s Day, Nike wanted to recognize and celebrate the contributions and achievements of women everywhere and share our belief in gender equality, in this case, delivered by Serena Williams, the greatest athlete of all time,” said a Nike press release accompanying the new campaign.
“We know this a culturally relevant topic that also resonates within Hollywood, so it was an ideal moment to leverage the platform to elevate this film and celebrate Serena Williams as a woman who has continued to break down barriers and inspire women everywhere.”
As well as amplification across the brand’s digital and social channels, a supporting Nike print ad featuring Williams ran in the New York Times.
.@SerenaWilliams has proven time and time again, there’s no wrong way to be a woman. #UntilWeAllWin pic.twitter.com/aAMZv9IjCW
— Nike (@Nike) March 5, 2018
“I didn’t necessarily begin my career in tennis thinking I was going to be breaking down barriers in the sport, but I found myself in this space with a huge platform at my fingertips,” added Williams herself.
“Over time, I became much more conscious of the impact I had, and I became more conscious of what I had to do to make a difference. I embrace being a leader and continuing to pave the way for the next generation. I’m still looking to the future, to breaking down additional barriers like gender equality and pay equality,” said Williams. “It doesn’t happen overnight. It takes a lot of work and I’m going to keep on going and working at it, and I encourage others to use their voice and their platforms to do that same.”
Comment:
A striking, values-led campaign launched as part of the women’s’ equality conversation and movement sweeping across the film industry (and other industries) that includes the #MeToo protest and which spiked after the Weinstein scandal, as well as timed to leverage Thursday’s International Women’s Day (an annual event on 8 March celebrating and championing women’s rights).
Nike is on a run of powerful, emotional films in recent weeks with brilliant recent creative including ‘Air/Breath’ (see case study), ‘Londoner’ (see case study) and ‘Play Less Nice’ (see case study).
Links:
Nike
Nike:
https://www.instagram.com/nike/
https://www.youtube.com/user/nike
Wieden + Kennedy
http://www.wk.com/work/from/portland
