If Nike says it then it must be true.
In a new :60 second spot, which dropped just in time for the US Open, Nike declared Serena Williams the greatest athlete to ever live. As in the GOAT.
The Wieden + Kennedy produced ad, opens with the word “Compton,” against the backdrop of a tennis court. The sound of piano keys draw us in, and additional words appear: “sister,” “outsider,” “pro,” “winner,” describing the 22 Grand Slam title holder. The camera pans to reveal Williams’ feet in motion as she glides across the court, eventually revealing her tennis racket and signature look of intimidation. But not before chronicling Williams’ 20-year journey of achieving greatness, watching it slip away, and returning to dominance. Words such as “#1,” “done,”, and “legend” capture the essence of Williams’ comeback.
But the big payoff is delivered when “greatest female athlete ever,” flashes across the screen and “female” vanishes to reveal Williams and the three words: “greatest athlete ever.”
In addition to the TV spot, Nike’s bringing Compton’s finest into New York’s boroughs via these out-of-home ads.
These Serena Williams Nike ads going up around NYC are pretty, pretty cool pic.twitter.com/DXk60zaED7
— Jordan Zirm (@clevezirm) August 31, 2016
Thursday, Williams earned her 306th career Grand Slam match victory, tying Martina Navratilova for the most in women’s history. With a 6-3, 6-3 defeat of Vania King in the second round of the tournament, Williams is just five wins away from her 23rd Grand Slam title, and becoming the winningest female tennis player in the Open Era.
For some, continuing to improve upon her incomparable career is necessary to validate her greatness but for others like myself and Nike, she’s been great.
For more on the campaign, head here.
photo via adweek