Tell us about your role in the creation of this work.
The creative team at Droga5 came up with what at first seemed like a very simple concept: make a film with Serena Williams reciting the lyrics of LL COOL J’s “Mama Said Know You Out” as she walks from nursery to practice court. We found out through the process that this seemingly simple concept could be executed dozens of different ways, and it was up to us to strike the right balance in tone, from who we chose to direct the film to the way Serena delivered the lines. Our goal was to show Serena in a very different light from other commercial work she’s done.
Give us an overview of the campaign, what is it about?
Serena Williams is among the most dominant athletes of the modern era, overcoming challenges both on and off the court. Last year, Serena became a mother, and her return to tennis has ignited a dialogue about what it takes to be a mother and a champion.
Serena has been incredibly open about the challenges of motherhood in interviews, in her HBO docu-series and on social media. She’s been widely praised for her honesty about the challenges of being a mother—everything from a difficult labor and delivery to the physical and emotional challenges of breastfeeding to the real struggles of being a working mother.
While news outlets and other marketers have jumped on calling this her “comeback,” Chase is taking a different approach. The opposite approach, in fact. Because as mothers know, having a child isn’t something to come back from. It’s simply the start of a new chapter.
Tell us about the details creative brief, what did it ask?
Culturally, we’re seeing a collective moment of unprecedented honesty about the challenges of motherhood. As a brand that aims to be your trusted advisor through many of life’s chapters, Chase wanted to extend its bold support to Serena Williams by championing her next chapter as a mom and legendary athlete.
Chase’s sponsorship of the US Open created the opportunity to reach a captive audience of tennis lovers to share in our collective support for Serena and for moms everywhere.
Which insight led to the creation of this piece of work?
Serena's return to tennis has been discussed online and in the sports media as if she was returning from an injury. But motherhood isn't an injury, and this is not a comeback. It's the evolution of Serena as a champion.
We wanted to explore how Serena and other mothers balance two very different sides of their lives and how motherhood can fuel and strengthen their other ambitions.
How did the client initially react to this idea?
Everyone reacted very positively from the beginning, and the momentum both internally and externally was extraordinary. Since we pitched the idea, the client has supported the project and collaborated with us every step of the way, and the project was greenlit for broadcast ahead of the US Open.
What was the greatest challenge that you and your team faced during development.
We had to navigate the complicated world of licensing by using an iconic track, LL COOL J’s “Mama Said Knock You Out.”
What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?
The support Serena has from her fans is incredible. And she’s gained a whole new group of fans after becoming a mother and being so open about her experience so far.
It has been wonderful to see how many mothers have been touched by this work already and how it’s gotten her fans ready to rally behind her during the US Open.
Where do you see this campaign going in the future?
This moment with Serena, who’s been a long-time brand ambassador, was an ideal chance for Chase to show its support for mothers. We’re looking forward to creating more work with Chase that helps normalize motherhood and celebrates everyone who identifies as #ThisMama.