- Date: January 23, 2019
- Type: Television Commercial
Serena Williams x Bumble Anthem
Partnering with Serena is the embodiment of what our brand is. Women owning who they are and making the first move.
I remember I was like 7 years old, and I kept telling my dad I want to play in a tournament, and he wouldn't do it so I literally made the first move, and I entered myself in the tournament. I filled out the form, and I went and played the match on my own, and I think somewhere deep inside me, I knew that if I could just get out there it would prove to him and everyone else that I'm ready. And I did that, and literally I've been making first moves since then.
Over 4 years ago at the very beginning of Bumble, everyone told us that women shouldn't make the first move.
And we were constantly being told no.
You can let the no's become your yeses, and you can turn the no's into fuel.
We saw a greater opportunity for women to be in control of their lives.
Try and show what we wanted to achieve with Bumble, I went to the local tennis court with a few tennis balls. I put the tennis ball down on the side of the court and wrote, "The ball is in her court on Bumble."
And then we made stickers around it, and "the ball is in her court" was one of our first slogans. And I sent it to my first three employees, and I said, "If we work hard enough to inspire and insure the mission, maybe one day Serena Williams would be willing to share the message with the entire world."
Well, the ball is in your court, we have an opportunity to take the first step. Is it in life, is it in relationship, is it in career? It's in your court. It is for you to make that decision. For me in my life, I love being first.
One of the aspects of this campaign that makes this so exciting and unique is that it's an all-female creative team.
From the clients to the agencies, to the producers, to the staff set around this.
We all work together to bring this to life in a very short period of time. It shows the power of women and what we can do when we're given an opportunity.
You really can manifest your dreams. You can put good ideas out into the world and it comes back to you.
When you think about the culture that we live in, and all of the messages that women have metabolized for generations, watching the commercial, this message is saying you are enough and don't wait for someone to tell you that.
It was as though someone rang a bell that I've been waiting my whole life to hear.
To see someone like Serena be successful, her saying like "don't wait" is important.
The ball is always in our court. Be fiercely passionate and work really, really hard, and no matter what, always make the first move.
Cause I'm a soul survivor
Nothing to lose
Whitney Wolfe Herd - Bumble, Founder & CEO
Alex Williamson - Bumble, Chief Brand Officer
The ball is in her court on Bumble 2014
Laura Hutfless - FlyteVu, Partner & Co-Founder
VMLY&R, Chief Global Creative Officer
Elaine Welteroth - Journalist, Author & former Editor-in-Chief of Teen Vogue
You are enough
Nicole Portwood - PepsiCo, Vice President Marketing
Charreah Jackson - Author & Coach
Always make the first move