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Marketing and Sponsorship

Serena Williams Stars In New Gatorade Ad Encouraging Girls To Play Sports

Gatorade "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. It 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." Williams 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." The ad is part of a new campaign called "Sisters in Sweat," which "encourages girls to keep playing sports," even if they do not have "professional ambitions" (AD AGE, 11/20).

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