Direct-to-consumer formula brand Bobbie is featuring tennis champion Naomi Osaka in “Parents Push Harder,” its first major TV campaign, airing Sunday on ESPN during the Australian Open, which marks the star’s return to the sport following the birth of her six-month-old daughter Shai.
It’s the first time ESPN has ever run an infant formula ad, Kim Chappell, chief brand officer at Bobbie said in a recent interview. The ad buy comes as Bobbie has begun limiting sales.
“They’ll say it’s a comeback,” Osaka narrates in the 30-second ad as videos of her practicing tennis and training play. “They’ll ask, what pushes me?” she continues as photos of herself while pregnant flash across the screen, and social media comments about her pregnancy including “what OB doctor would clear her to return to such intense physical activity so soon?” pop up around her head.
“You know what pushes me?” she asks at the end of the ad as videos of her tennis matches play before walking into a nursery and picking up a baby before saying, “you,” as she looks at the baby. “Parents, we push harder,” the four-time Grand Slam champion says at the end as those words appear on the screen.