Creativity

Serena Williams' own mom narrates Gatorade's ad paying tribute to her motherhood

Player is awesome because she's 'like a mother,' says Wimbledon-timed spot

By Alexandra Jardine. Published on Jul 17, 2018

Editor's Pick

Gatorade pays tribute to Serena Williams' fightback to the top of women's tennis 10 months after motherhood in its latest ad -- and it's narrated by Williams' own mother.

Oracene Price's voice describes how Williams "sacrificed," "pushed through the pain" and "gave 100 per cent without any sleep" like a mother, and more, to footage of Williams training for her latest Wimbledon final.

The spot came out just before Williams' Wimbledon final on Saturday and while she may have lost (to Angelique Kerber), it's her extraordinary achievement in coming back so soon after a near-fatal childbirth that will be remembered -- including her post-match comment that she was "playing for all the moms out there." And that's what the ad, by TBWA/Chiat/Day, is about.

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Credits

Date
Jul 17, 2018
Client:
Gatorade
Agency:
TBWA/Chiat/Day
Chief Creative Officer:
Renato Fernandez
Global Creative Director:
Doug Menezes
Global Creative Director:
Mark Peters
Senior Copywriter:
Liz Cartwright
Senior Art Director:
Stephen Lum
Director of Production:
Brian O'Rourke
Executive Producer:
Guia Iacomin
Associate Producer:
Jeff Holiday
Managing Director:
Jerico Dig Cabaysa
Brand Director:
Robyn Morris
Management Supervisor:
Gabriela Marino
Account Group Assistant:
Wenona Carlos
Director of Business Affairs:
Robin Rossi
Business Affairs Manager:
Tana Prosper
Talent Payment Manager:
Kevin Castro
Senior Traffic Operations Manager:
Judy Brill
Media Agency:
OMD
Editorial Company:
Cut + Run
Managing Partner:
Michelle Eskin
Executive Producer:
Amburr Farls
Producer:
Brian Mulvey
Editor:
Sean Fazende
Assistant Editor:
Ronnie Shatto
VFX Studio:
Framestore
Executive Producer:
James Razzall
Producer:
Morgan MacCuish
Creative Director:
Alex Thomas
Flame Lead:
Sarah Marikar
Flame Lead:
Julian Ford
Compositor:
JD Yepes
Compositor:
Minsang Lee
Compositor:
Kingsley Rothwell
Compositor:
Humberto Reynaga
VFX Coordinator:
Amee Minsal
VFX Support:
Brent Shafer
VFX Support:
Alexandra Wysota
Color:
Framestore
Colorist:
Jonah Braun
Final Mix:
Lime
Executive Producer:
Susie Boyajan
Mixer:
Mark Meyuhas
Assistant Mixer:
Peter Lapinski
Music:
Human
Executive Producer:
Carol Dunn
Creative Director:
Gareth Williams
Composer:
Jon Hubbell
Sound Design:
Human
Sound Designer:
Gareth Williams

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