When it comes to powerful commercials, nobody does it better than Nike. Because the GOAT tennis player is a woman, the world subjected her to all kinds of disrespect for behavior that men like John McEnroe were known for. "If we stand for something, we're unhinged", Williams says, alongside pictures of trailblazing women in sport. We're delusional. When we're too good, there's "something wrong with us".
And if we get angry, we are hysterical, irrational or just being insane...
Narrated by Serena Williams, it turned the stereotype of the "crazy woman" into something that women can actually embrace and own.
The ad features sporting legends such as Megan Rapinoe, the captain of the USA Women's National Team; Caster Semenya, South African middle-distance runner and 2016 Olympic gold medalist; and Becky Hammon, the first female coach in the NBA. Crazy, crazy, crazy, crazy, and crazy.
"If they think your dreams are insane, show them what insane dreams can do". "Show them what insane can do", Williams adds.
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Ahead of the ad's debut, vice-president at the company and general manager of Nike Women, Rosemary St. Clair, said the company is undergoing a "recalibration" of how it approaches women in sport.
After the ceremony itself, which saw 24 awards handed out during a live telecast, 23-time major singles champ Williams and her quasi-rival on court, Maria Sharapova, both appeared at Vanity Fair's annual after-hours bash. In her article, she talked about things like pursuing her dreams and ambitions by presenting a short excerpt from the Oscar-nominated film A Star Is Born starring Bradley Cooper and Lady.
It also follows the overwhelming success of last year's "Until We All Win" Colin Kaepernick Nike commercial which saw Nike share prices reach an all-time high in September.
The Nike ad features women playing all different sports, including football. When they hit a PR in a race, deadlift their body weight, nail an arm balance or even just cover their first mile - it all creates confidence by allowing them to say, "I did that".
In recent days, it's been under pressure following the injury of Duke University basketball star Zion Williamson, who fell during a game when his foot blew through his Nike shoe.