Serena Williams Urges Women to Harness Their Power to Make Sh*t Happen In New Super Bowl Ad
The tennis pro wants you to make the first move, and she's not just talking about dating.
Unlike other dating apps, Bumble is centered around the concept of women making the first move: After matching, they're required to message the men first within 24 hours if they're interested.
To take this messaging one step further, the dating app has created a global "Make the First Move" campaign to show that women don't have to wait for someone else to make anything happen in life, whether that's in dating, friendships, or their career. And who better to partner with than Grand Slam queen and unapologetic badass Serena Williams?
The first ad for the campaign starring Williams (who is also the co-creative director of the ad, so you know it's going to be good) will debut at the Super Bowl. Titled "The Ball Is in Her Court," it shows how this go-for-it mentality helped Williams get where she is today-as a fashion designer, mother, wife, and GOAT tennis star. (Related: Serena Williams Just Called Her Body a "Weapon and Machine" and We Love Her for It)
The commercial starts by telling the story of Williams as a young girl, who made the first move to join a tennis competition. "The world tells you to wait; that waiting is polite and good things will just come," Williams says in the voiceover. "But if I had waited to be invited in, I never would have stood out."
Fast-forward to today and the ad shows an image of Williams and her husband, Alexis Ohanian, to make a point that, yes, the same "wait for no one" mantra applies to dating.
"At such a pivotal time for women across the globe, this commercial seeks to inspire all of us to seize opportunity wherever it presents itself," Williams said in a statement. "I want women to feel empowered to find their voice and use the power within to create change, to lift each other up, and to never let the world tell us we can't-because we can, and we will." (Related: Serena Williams Is "Fighting for Women's Rights" As Stars Show Support After U.S. Open Loss)
As millions watch the ad on Super Bowl Sunday, let it serve as a reminder for women to think about the times they've been told to wait their turn or hold back-and urge them to make the first move to get what they want out of life. (Related: Bumble Just Banned This Guy for Fat-Shaming)
To take things a step further, as part of the campaign, Bumble is making February 4 "First Move Day." For every first move made on the app next week, the company will donate to the Yetunde Price Resource Center, a nonprofit created by the Williams sisters in memory of their older sister, who was senselessly murdered. The center works to ensure that victims of violence have access to resources they need to flourish physically, emotionally, spiritually, and financially.
You can watch the full-length commercial below: