Serena William’s ad spot with Gatorade is beautiful, moving, and empowering. In case you haven’t seen it, watch it. In this spot, Serena speaks into her baby girl’s ear about how even if she never plays sports, always try in the game of life. Essentially tying sports with life, this advertisement is original, inspiring, and a good marketing decision from Gatorade.
What makes this advertisement works is its simplicity. Serena, although a world class athlete, is now a new mom, which is something everyone can relate to. By using sports as a metaphor, it teaches women to be empowering on and off the field. Sports have proven to keep kids out of trouble, keep them healthy, and teach them the discipline to do well in school and life. More importantly, this ad celebrates women involved in athletics.
While companies like Nike have created ads empowering women, it still sells a product. Gatorade took a stand as a company to stand with women and recognize them as not only equal athletes, but as influencers. They show this in the advertisement by showing photographs of successful women in today’s business world with old photos of them playing sports. In an age where Millennials and Generation Z are responding to companies who take a stand on a social issue and show a corporate responsibility to give back, this is everything. Instead of selling a product, Gatorade has chosen to sell a movement.
And it’s working.