Nike Reminds Us That Serena Williams Is Still an Underdog

By Patrick Coffee 

You know who had a great weekend? Serena Williams.

Imagine for a moment that you are the undisputed champion of your discipline and you still have to deal with dumb people talking shit about you all the time. That’s Serena.

The theme of this short film is that she remains, as always, an underdog.

From the release:

Work ethic of an underdog. Willpower of a champion. This is Unlimited Serena. In her words, “There’s no day that goes by that I feel like losing.”

It’s the latest work for Nike from Dirty Robber, which played the roles of both creative agency and production company on the campaign. The team had the short ready to go just moments after Williams won her record-tying 22nd Grand Slam women’s title over the weekend.

It’s the latest in a series of similar shorts that the company has produced for Nike. Here’s another one starring British distance runner Mo Farah, who reminds us that success in competitive sports is less about magic than practice.

Serena already has over 3 million views on Facebook.

Nike Creative Director: Tad Greenough
Creative agency/Production Company: Dirty Robber
Directed by Gotham Chopra
Creative director: Martin Desmond Roe & Nick Frew
Exec Prod: Jason Puris
Exec Prod: Chris Uettwiller
Editor: Josh Hegard
DP: Andrew Wheeler
Nike Creative Director: Tad Greenough