Serena Williams' 'Voice of Belief' Sets the Tone in Poignant Nike U.S. Open Ad

Nike shows the “Voice of Belief” that has allowed Serena Williams to carry on in the face of adversity in a powerful new “Just Do It” ad. Serena Williams returns to the U.S. Open this week during a difficult year marked by health concerns following the birth of her daughter, Alexis. After an unexpected triumph at Wimbledon in July, where she finished second after dropping out of the French Open due to a pectoral muscle injury, she is now attempting to bounce back from disappointing performances at the 2018 Silicon Valley Classic and Cincinnati Masters. “Voice of Belief,” from Nike agency of record Wieden + Kennedy Portland, takes a look back at Williams’ early training for a glimpse at the roots of the inner-drive that has allowed the tennis superstar to carry on in the face of odds that would have left lesser players on the sidelines. It opens on a young Serena training with her father, Richard Williams, who tells her “This is you at the U.S. Open” as she practices her now-legendary serve. The ad continues with the elder Williams’ instruction perfectly synced with the star’s career highlights and is interspersed with training from the early years. [kickout id="1"] Near the end of the spot, he says, “Be tough, just like you want to win it. Just like you’re at the U.S. Open.” “Voice of Belief” concludes with the line, “It’s only crazy until you do it,” which fades into the brand’s famous tagline. The broadcast spot will run in 60-second and 15-second versions and the campaign also includes digital billboards. The ad comes amid widespread social media backlash against the French Open, for banning the "catsuit" outfit she wore this year, designed to prevent blood clotting. Nike responded to the news with a tweet in defense of its brand ambassador. [kickout id="2"] The ad also follows Droga5's U.S. Open spot for Chase, featuring Williams and her daughter. CREDITS "Belief" Agency: W+K Portland Creative Directors: Alberto Ponte, Ryan O’Rourke, Chris Groom, Antony Goldstein Copywriter: Adam Tetreault Art Director: James Moslander Directors of Production: Matt Hunnicutt and Mike Davidson Executive Producer: Molly Tanen Producer: Kacey Klonsky, Katie McCain Strategic Planning: Zack Kaplan Business Affairs: Rylee Millerd Account Team: Anna Boteva, Carly Williamson, Kate Rutkowski, Luiza Prata Carvalho, Simone Jackson, Vanessa Miller Media/Comms Planning: Reme DeBisschop, Stephanie Campbell, Vivian Zhang Creative Manager: Shannon Hutchinson Studio Manager: Alicia Kuna Studio Designer: Jamon Sin Broadcast Traffic Manager: Tim Bell, Marie Hernandez Editorial Company: Joint Editor: Peter Wiedensmith Assistant Editor: Kristy Faris Post Producer: Kathleen Russell Post Executive Producer: Leslie Carthy Finish Company: Joint Color Grade Jasmine Vazquez Flame Artist Pilon Lectez Flame Assist Kevin Alfoldy Flame Assist Aurelien Patureau Post Executive Producer Alex Thiesen Music+Sound Company: Joint Composer: Noah Woodburn Mix Company: Joint Mixer: Noah Woodburn Audio Assist: Natalie Huizenga "Catsuit" Agency: W+K Portland Creative Directors: Alberto Ponte, Ryan O’Rourke, Copywriter: Kevin Steele Art Director: Aramis Israel Business Affairs: Alicia Willett Account Team: Mike Waywell, Luiza Prata Carvalho Design Studio Manager: Alicia Kuna Design Studio Manager: Brian Troyer Studio Designer: Jamon Sin, Joan Comellas Retoucher: Frazer Goodbody

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Serena Williams' 'Voice of Belief' Sets the Tone in Poignant Nike U.S. Open Ad

Compelling Wieden + Kennedy work looks back at star's early training

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