TBWA\Chiat\Day launched a new 60-second spot, entitled “Unmatched,” featuring footage of an interview with a young Serena Williams.
In the footage, an interviewer asks a young Serena, “If you were a tennis player, who would you want to be like?” Rather than immediately showing Williams‘ answer, the ad cuts to a montage of events throughout her career, from her humble beginning on the public courts of Compton to her professional debut, her first championship, matches against her sister, all the way to her current domination of the professional ranks. There’s allusions to the sexism she has faced over the course of her career, and continues to face, with a fan waiving a sign reading “Strong is beautiful,” referencing a recent tone-deaf article in The New York Times about women’s body issues in tennis. After the montage of footage, set to a dramatic piano score and paced perfectly, the ad cuts back to the interview, showing Serena giving a very self-confident and assured answer in a perfect execution of the “Win From Within” tagline.
The campaign also includes three other spots starring Williams, who is currently competing in the U.S. Open and hoping to secure her fourth major title of the year. Each of the spots deals with a different aspect of her career, “Visualization,” “Sisterhood” and “Determination.” Gatorade also commissioned 21 pieces of artwork, each representing one of Serena’s major wins, which were then combined to form a mural in Brooklyn.
Credits:
Client: Gatorade
Chief Marketing Officer: Morgan Flatley
Senior Director, Consumer Engagement: Kenny Mitchell
Director of Digital Strategy: Jeff Miller
Senior Marketing Manager, Digital: Abhishek Jadon
Assistant Marketing Manager: Emily Morrison
Senior Director, Sports Marketing: Jeff Kearney
Sports Marketing Manager: Aminah Charles
Director of PR Lauren Burns
TBWA\Chiat\Day, Los Angeles
Chief Creative Officer: Stephen Butler
Executive Creative Director: Brent Anderson
Worldwide Creative Director: Renato Fernandez
Copywriter: Parker Adame
Art Director: Matt Paterno
Director Of Production: Brian O’Rourke
Senior Producer: Christopher Spencer
Senior Producer: Jose Escobar
Producer: Garrison Askew
Managing Director: Peter Ravailhe
Director Branded Content: Marc Johns
Brand Director: Simon Nicholls
Assistant Brand Manager: Erika Buder
Group Planning Director: Scott MacMaster
Global Planning Director: Martin Ramos
Planning Director: Abigail Weintraub
Planner: Matt Bataclan
Junior Planner: Joe Elliott
Director Of Business Affairs: Linda Daubson
Business Affairs Manager: Laura Drabkin
Talent Payment Manager: Mirielle Smith
Talent Payment Manager: Annie Boyle
FleishmanHillard
Senior Vice President: Courtney Quaye
Managing Supervisor: Brian Gabriel
OMD/OS
Group Account Director, OMD: Susanna Earnest
Digital Strategy Supervisor, OMD: Brandon Saranik
Digital Marketplace Supervisor, OMD: Sadie Olen
Strategist, OMD: MiRon Leveston
Associate Media Director, Optimum Sports: Natalie Behrman
Supervisor, Optimum Sports: Adrienne Voltaggio
VML
Group Account Director: Stephanie DeCelles
Sr. Account Manager: Maggie Glenski
Senior Social Strategist: Kyle Rogers
Senior Community Manager: Charles Gooch
Production Company: Mandalay Sports Media
Director: Ron Yassen
DP: Pablo Berron
Executive Producer: John Hirsch
Editorial: Venice Beach Editorial
Editor: Garrett Smith
Editor: Julia Bute
Executive Producer: Cristy Torres
Color Grade: MPC
Colorist: Ricky Gausis
Color Producer: Summer McCloskey
Audio Mix/SFX: Lime Studios
Executive Producer: Susie Boyajan
Mixer: Mark Meyuhas
Assistant Mixer: Matt Miller
Audio Mix: Barking Owl Sound
CD/Partner: Kelly Bayett
Mixer: Rommel Molina
Assistant Mixer: Patrick Navarre
Music: Barking Owl Sound
CD/Partner: Kelly Bayett
Producer: KC Dossett
Online/Finishing: MPC
Executive Producer: Karen Anderson
Producer: Abisayo Abejare
VFX Artist: Mark Holden