Nike debuted a new ad that aired during the 91st Annual Academy Awards last night and was centered on one central theme: female empowerment. Following on the heels of the 30th anniversary of the sportswear brand’s “Just Do It” campaign, Nike unveiled a new slogan with a slightly different message: “Dream Crazier.”
Narrated by tennis legend Serena Williams, the ad features snippets of various moments throughout the careers of female athletes, coaches, and other powerful sports figures, like soccer star Alex Morgan and Olympic gymnast Simone Biles. The commercial focuses on the idea that women can rise up to their full potential in any aspect of their lives, despite what negative stereotypes that society has placed upon them. The phrase “Dream Crazier” encompasses the very thought of women reclaiming their expression of emotion, whether it be anger, pride, joy, or anything in between.
“If we show emotion, we’re called dramatic,” Williams says, as said icons are shown crying and disputing calls. “If we want to play against men, we’re nuts. And if we dream of equal opportunity, delusional. When we stand for something, we’re unhinged. If we’re too good, there’s something wrong with us. And if we get angry, we’re hysterical, irrational, or just being crazy.”
Williams’ involvement in Nike’s ad is particularly noteworthy, considering the events that occurred at the U.S. Open this past year. After being defeated by Japanese tennis star Naomi Osaka, Williams was criticized—and penalized—for her “outburst,” which involved smashing her racket and calling the umpire a “thief” and a “liar.” Williams didn’t take this lightly, and told the umpire she has never cheated and “would rather lose” than be coached. She later accused him of sexist behavior, comparing her treatment to that of male tennis players. Williams’ voice in the commercial is not only deeply significant, but timely, too.END
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createdAt:Mon, 25 Feb 2019 19:07:57 +0000