Bumble affirmed that a unique advertisement featuring its latest celebrity companion Serena Williams will debut throughout the basic 1 / 2 of the SuperBowl.
Based on AdWeek, Bumble mocked an innovative new campaign utilizing the playing tennis star, admitting which would coordinate utilizing the SuperBowl, though it was not obvious should they were about to air an ad during the lesbian online game, one of several most-watched annual occasions within the U.S. (plus one of the most costly advertising buys). Bumble has now affirmed their particular first SuperBowl offer will function Serena Williams and their brand-new strategy “golf ball is within the woman legal.”
Bumble, a female-friendly matchmaking application, is dedicated to their female-empowerment goal. Within the last several years, the brand has debuted offerings that appeal specifically to females, such as for instance partnering with Moxy Hotels available BumbleSpot â proven locations where Bumble customers can meet for dates, career marketing, or prospective brand new friendships – in an effort to produce safe spaces for women.
The offer with Williams will feature the woman surge to celebrity, “not merely as an expert golf celebrity but as a business owner, character product, spouse and mom,” relating to AdWeek. The spot was made by a mostly feminine team and directed by A.V. Rockwell, an award-winning screenwriter and movie director whose work discusses dilemmas on competition and oppression.
The content of this advertisement will be encourage females to manage their stories, something Bumble has become excited about from the introduction of the dating application, giving ladies the power to help make the basic action.
In a teaser video when it comes down to SuperBowl offer, which will air February 3rd, Bumble offered a peek of what to anticipate.
“we are staying in a global and society where individuals are beginning to see in a different way and beginning to keep in mind that we are as powerful and merely as wise and merely as savvy and just since businesslike as any male these days,” Williams claims while watching digital camera, which then pans to their serving a basketball in a vacant court. “And now it is time to show up and inform all of our tale just how it must be informed.”
AdWeek noticed that the female-forward Bumble advertisement venture is actually unusual for a SuperBowl, basically this type of a male-dominated area, and more extremely unlikely that a typically feminine staff would produce this type of a SuperBowl ad.
“There are so many women who are willing and eager [to be concerned inside ultra Bowl], and each lady included [in Bumble’s place] had much passion,” Bumble primary brand officer Alexandra Williamson told AdWeek.
She proceeded to say: “People will see a different sort of part to Serena when this offer goes live, and I also would attribute that to an all-female staff working on it.”