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Volume 24 No. 155
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Serena Williams Stars In New Gatorade Ad Encouraging Girls To Play Sports

Gatorade yesterday "released a new Serena Williams ad that appears to show the tennis star cradling her nearly three-month-old baby," according to E.J. Schultz of AD AGE. The ad was created by TBWA\Chiat\Day, L.A. The brand used women's style and lifestyle site Refinery29 "for research." In the spot, Williams is "portrayed as addressing her newborn," but the brand "had to arrange for a baby body double at the last minute." She says, "I won't mind if you play tennis badly. I won't mind if you never choose to pick up a racquet. But I beg you in this game of life please keep playing." Schultz noted the ad is "part of a new campaign called 'Sisters in Sweat' that encourages girls to keep playing sports, even if they don't have professional ambitions." The spot "closes with photos of successful women from their sports-playing days," including actress Allison Williams, Teen Vogue Editor-in-Chief Elaine Welteroth, YouTube CEO Susan Wojcicki and Refinery29 co-founder Piera Gelardi (ADAGE.com, 11/20).