Bumble, the woman-first social network with over 48 million users worldwide, and Serena Williams have officially unveiled the brand’s first-ever Super Bowl spot for “The Ball is in Her Court” campaign.
As part of the campaign announced earlier this month, Whitney Wolfe Herd, Bumble Founder, CEO, and campaign Co-Creative Director, and Serena Williams, Bumble’s Global Advisor and campaign Co-Creative Director, worked to create a global movement and multi-platform campaign celebrating women making the first move – in love, in life, and in business.
“At such a pivotal time for women across the globe, this commercial seeks to inspire all of us to seize opportunity wherever it presents itself,” stated Williams, who is the Co-Creative Director of the ad. “I want women to feel empowered to find their voice and use the power within to create change, to lift each other up, and to never let the world tell us we can’t – because we can, and we will.”
In the :30 second commercial airing during the first quarter of Super Bowl LIII on CBS February 3rd, Williams takes viewers on a journey through her own experience of making first moves, resulting in where she is today. The official :60 second full-length commercial is also available at www.bumble.com/inhercourt.
“If you seek to create impactful change, you must often make an impactful first move,” stated Wolfe Herd. “By sharing our message with a global audience of hundreds of millions, we are aiming to leverage this cultural moment widely considered to be male dominated and flip the narrative to show that no matter the playing field, we are here, and we have the power to be heard.”
Award-winning singer and songwriter Rita Ora lent her voice to the commercial, which features her powerful ballad “Soul Survivor” off her most recent studio album Phoenix. During the impactful ad, Ora’s lyrics transcend in the background, “I’m a soul survivor, I made it through the fire. I started with nothing, I’ve got nothing to lose,” while Williams’ voice sends a powerful message to women everywhere: “Don’t wait to be told your place. Take it. Don’t wait for people to find you. Find them. In work, in love, in life. And most of all, don’t wait to be given power. Because here is what they won’t tell you…..we already have it.”
The campaign was led by entertainment marketing agency and Bumble’s agency of record, FlyteVu, creatively developed by award-winning global creative agency VMLY&R, produced by Santa Monica-based production company Little Minx, and publicity led by ID PR.
“As filmmakers, we appreciate that a short, strong message, in the right place at the right time, can provoke an impact and spark change. The direction of the spot is to not only tell a story, but also have a bigger purpose,” said Rhea Scott, Founder of Little Minx.
Additionally, Bumble has designated February 4th as “First Move Monday” in celebration of this movement. For every first move made on Bumble next Monday through Friday the 8th, the company will donate to the Yetunde Price Resource Center – a charity hand-picked by Williams.
For more information on “The Ball is in Her Court” campaign, download Bumble, visit www.Bumble.com/InHerCourt, and follow along on social media using the hashtag #InHerCourt.
Bumble is free and available to download in the App Store and Google Play.