What Brands Can Learn About Marketing to Mothers From Serena Williams’ Chase Spot

The ad from last year shines light on the struggle without reverting to clichés

pink background; in the middle is a mother cradling her newborn baby
Serena Williams shows how to be a hardworking mother in the Chase spot without giving into any cliches. iStock

A number of studies in recent years show that new motherhood is a moment when neuroplasticity kicks in to make room for some big new ideas. It makes complete sense, as it is a big moment of learning and reappraisal.

Sarah Watson is BBH's chairman, global and N.Y. chief strategy officer.