#InHerCourt - Serena Williams

Super Bowl Commercial

CR: Bumble/Facebook

EEWMagazine/Tabitha Henry:

“If I waited to be invited in, I would have never stood out,” says Serena Williams, encouraging women to be proactive and assertive in a newly unveiled ad.

The 37-year-old tennis legend has teamed with Bumble for the brand’s “The Ball Is In Her Court” campaign, a 30-second commercial.

The full ad will air during the first quarter of Super Bowl LIII Sunday.

The idea behind the motivational message is to challenge what the app’s promoters call “outdated gender norms” that tell women they should be passive and shy about asserting themselves.

No more, says Bumble, which is an online community designed to build new romantic relationships, friendships, as well as professional networks. Its promotion of strong female images represents the brand’s efforts to reflect and celebrate the shifting paradigms of 21st century women.

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