Bumble affirmed that an innovative new advertising featuring its newest celebrity partner Serena Williams will debut through the first half of the SuperBowl.

According to AdWeek, Bumble teased another promotion making use of tennis star, admitting it would coordinate aided by the SuperBowl, although it was not clear should they had been about to air an advertising during game, among the most-watched yearly events for the U.S. (plus one quite high priced advertisement buys). Bumble has now affirmed their very first SuperBowl ad will feature Serena Williams and their brand new campaign “The Ball is during the woman Court.”

Bumble, a female-friendly relationship app, is actually serious about their female-empowerment purpose. Over the last couple of years, the company has actually debuted offerings that appeal especially to women, such as for example partnering with Moxy Hotels to provide BumbleSpot – verified places where Bumble people can satisfy for dates, profession marketing, or potential new relationships – to try to make safe spaces for ladies.

The advertising with Williams will function the woman rise to celebrity, “not just as a specialist playing tennis celebrity but as a business owner, character product, spouse and mom,” in accordance with AdWeek. The location was developed by a mostly feminine team and guided by A.V. Rockwell, an award-winning screenwriter and manager whose work deals with issues on competition and oppression.

The content regarding the ad will be encourage females to manage their very own tales, some thing Bumble might passionate about from introduction of their online dating software, providing ladies the energy to make the basic step.

In an intro movie for all the SuperBowl advertisement, that’ll air February 3rd, Bumble granted a look of what to expect.

“we are staying in some sort of and society in which folks are starting to see in another way and needs to realize that we’re as powerful and just as wise and simply as savvy and merely as businesslike as another male nowadays,” Williams says as you’re watching digital camera, which then pans to the girl offering a ball in a clear courtroom. “nowadays it is advisable to show up and inform our very own story how it ought to be told.”

AdWeek noticed that the female-forward Bumble advertisement campaign is rare for a SuperBowl, which will be such a male-dominated space, and many more not likely that a typically female team would produce these types of a SuperBowl ad.

“There are so many women that are ready and enthusiastic [to be engaged inside the ultra Bowl], and every lady involved [in Bumble’s place] had so much love,” Bumble primary brand policeman Alexandra Williamson informed AdWeek.

She went on to say: “People will see another side to Serena if this advertising goes live, and I also would attribute that to an all-female team taking care of it.”