Contributed by: kellyseal Saturday, February 02 2019 @ 09:39 pm
Bumble confirmed that a new ad featuring its latest celebrity partner Serena Williams will debut during the first half of the SuperBowl.
According to AdWeek[*1] , Bumble teased a new campaign with the tennis star, admitting that it would coordinate with the SuperBowl, though it wasn’t clear if they were planning to air an ad during the game, one of the most-watched annual events in the U.S. (and one of the most expensive ad buys). Bumble has now confirmed their first SuperBowl ad will feature Serena Williams and their new campaign “The Ball is in Her Court.”
Bumble, a female-friendly dating app, is serious about its female-empowerment mission. Over the past few years, the brand has debuted offerings that appeal specifically to women, such as partnering with Moxy Hotels to offer BumbleSpot – verified locations where Bumble users can meet for dates, career networking, or potential new friendships - in an effort to create safe spaces for women.
The ad with Williams will feature her rise to celebrity, “not just as a professional tennis star but as an entrepreneur, role model, wife and mother,” according to AdWeek. The spot was created by a mostly female team and directed by A.V. Rockwell, an award-winning screenwriter and director whose work tackles issues on race and oppression.
The message of the ad is to encourage women to take control of their own stories, something Bumble has been passionate about from the debut of its dating app, giving women the power to make the first move.
In a teaser video for the SuperBowl ad, which will air February 3rd, Bumble offered a glimpse of what to expect.
“We’re living in a world and society where people are starting to see differently and starting to understand that we are just as strong and just as smart and just as savvy and just as businesslike as any other male in this world,” Williams says in front of the camera, which then pans to her serving a ball in an empty court. “And now it’s time to show up and tell our story the way it should be told.”
AdWeek pointed out that the female-forward Bumble ad campaign is rare for a SuperBowl, which is such a male-dominated space, and even more unlikely that a mostly female team would create such a SuperBowl ad.
“There are so many women who are willing and eager [to be involved in the Super Bowl], and every woman involved [in Bumble’s spot] had so much passion,” Bumble chief brand officer Alexandra Williamson told AdWeek.
She went on to say: “People will see a different side to Serena when this ad goes live, and I would attribute that to an all-female team working on it.”