Serena Williams will indeed return to the mix of the Super Bowl TV-ad lineup this year. And she will do it in a clip directed by a woman and geared toward the audience she has been cultivating on her owned social media channels for quite some time, certainly since her 2017 marriage and childbirth.
New partner Bumble—yes, the dating app—will feature her prominently in its pricy Super Bowl LIII spot, dedicated to empowering women to take charge of various facets of their lives, both personal and professional. While the ad will run live on February 3 during the Big Game's small-screen festivities, it may appear online in the week leading up to that, on trend with advertisers' ways of the past few years.
Her first #InHerCourt spot is already live, with Serena extolling the power that women have to make decisions of all kinds. Bumble claims 47 million users globally, and the Super Bowl typically sees upwards of 115 million live viewers.
In her regularly scheduled life, Serena eased past her first three opponents before a fourth-round showdown with world No. 1 Simona Halep. The 37-year-old passed her first real test, 6-1, 4-6, 6-4 and plays Karolina Pliskova next.
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