Bumble confirmed that a fresh advertisement featuring the most recent celebrity spouse Serena Williams will debut during the basic half the SuperBowl.
Based on AdWeek, Bumble mocked a brand new strategy making use of football celebrity, admitting that it would coordinate because of the SuperBowl, although it wasn’t clear should they were intending to air an ad during video game, one of several most-watched yearly activities inside the U.S. (and another of the very costly ad purchases). Bumble has now confirmed their very first SuperBowl advertising will feature Serena Williams as well as their brand-new strategy «The Ball is within Her Court.»
Bumble, a female-friendly relationship app, is dedicated to their female-empowerment purpose. In the last several years, the brand has actually debuted choices that attract especially to women, such as for example partnering with Moxy resorts available BumbleSpot â proven places in which Bumble users can meet for dates, career networking, or potential new friendships – in order to create safe places for females.
The offer with Williams will feature her surge to celebrity, «not merely as a professional tennis star but as operator, part design, wife and mama,» according to AdWeek. The location is made by a mostly feminine team and directed by A.V. Rockwell, an award-winning screenwriter and movie director whoever work discusses issues on battle and oppression.
The content from the advertisement is promote females to manage their tales, one thing Bumble has-been excited about from first of its dating software, providing women the ability to really make the basic action.
In an intro video your SuperBowl ad, that’ll air February 3rd, Bumble granted a peek of what to expect.
«We’re residing a global and culture in which everyone is just starting to see in different ways and starting to keep in mind that we have been as strong and simply as wise and merely as smart and simply as businesslike as virtually any male nowadays,» Williams says while watching camera, which in turn pans to her serving a basketball in an empty court. «now you have to show up and tell all of our story how it should be told.»
AdWeek remarked that the female-forward Bumble advertisement campaign is rare for a SuperBowl, which can be such a male-dominated chat room for married women, and much more unlikely that a largely feminine group would generate this type of a SuperBowl offer.
«There are plenty of ladies who tend to be willing and excited [to be involved within the Super Bowl], and every woman included [in Bumble’s spot] had much enthusiasm,» Bumble chief brand policeman Alexandra Williamson told AdWeek.
She proceeded to state: «individuals will see a unique side to Serena once this ad goes live, and I would feature that to an all-female staff focusing on it.»