More information has been revealed about Bumble’s upcoming “The Ball Is in Her Court” campaign, which features tennis superstar Serena Williams.
When the collaboration was initially announced earlier this month there was speculation that it would debut during the Super Bowl LIII broadcast, but Bumble executives refused to verify these rumours.
However, Bumble has now confirmed that the commercial will air during the first half of the game on the 3rd February.
The Super Bowl is known as a very lucrative platform for advertisers due to its high viewing figures and varied demographics. This year, 30-second commercial spots are costing marketers a minimum of $5 million.
This campaign has been created by a majority-female team and will follow Williams’ rise as a professional athlete, businesswoman, role model and mother.
Bumble’s Chief Brand Officer Alexandra Williamson told Adweek: “She has built the life she wants to live; a life that transcends the court.
“People will see a different side to Serena when this ad goes live, and I would attribute that to an all-female team working on it – I have never seen a team as dedicated as this one.”
Bumble has released a teaser video for the commercial which features Williams explaining how the world is starting to take more notice of women, as well as a behind-the-scenes look at some of the filming.
Read more here.