Serena Williams highlights financial abuse in a PSA for Allstate's Purple Purse

Tennis champion contrasts bruises and broken bones with the 'invisible weapon' that you can't see

Published On
Oct 09, 2018

Editor's Pick

Her behavior on court may be volatile, but it seems Serena Williams is fast becoming the go-to spokesperson for issues that affect women's lives -- from motherhood to health issues to abuse.

Hot on the heels of her appearance singing "I Touch Myself" for an Australian campaign for Breast Cancer Awareness, the tennis champion now narrates a spot for the Allstate Foundation's Purple Purse campaign, which highlights financial abuse of women by their partners. In it, Williams points out that if "I limped onto the court, you'd notice." As you would if she had broken bones or bruises. In contrast, she says, financial abuse is an "invisible weapon." 

In addition to the PSA, which is by Leo Burnett Chicago, Williams has also designed a limited-edition purple backpack to help raise funds for the cause. The campaign is running this month for National Domestic Violence Awareness Month.

Leo Burnett has long created riveting work for the Allstate Foundation, including a dramatic film, "America's Largest Prison Break," which documented how one woman escaped from her abusive husband by saving up small amounts of cash over a period of 700 days. 

Credits

Date
Oct 09, 2018
Agency:
Leo Burnett-Chicago
Chief Creative Officer:
Britt Nolan
EVP, Executive Creative Director:
Jeanie Caggiano
SVP, Creative Director:
Natalie Taylor
SVP, Creative Director:
Isabela Ferreira
Associate Creative Director:
Jillian Lamb
Senior Copy Writer:
Garrett Vernon
Head of Production:
Veronica Puc
Group Executive Producer:
Denis Giroux
SVP, Executive Producer:
Juan Woodbury
VP, Celebrity Services Director:
Peggy Walter
Associate Producer:
Chris Totzke
Music Producer:
Chris Clark
SVP, Account Director:
Bianca Bradford
Account Director:
Megan Meyer
Account Executive:
Brooke Feigenbaum
Managing Director:
Amy Cheronis
SVP, Communications Director:
Lynsey Elve
Account Supervisor:
Lily Merritt
Senior Account Executive:
Kelsey Costales
Account Executive:
Lauren Rasch
Production Company:
m ss ng p eces
Executive Producer:
Edward Grann
Director:
Stacey & Anthony
Director of Photography:
Dan Stewart
Line Producer:
Mike Prall
Editorial:
Hootenanny
Editor:
Nikki Vapensky
Assistant Editor:
Carly Mirro
Executive Producer:
Don Avila
Post Producer:
Samm Smith
VFX & Finishing:
Jim Annerino
Color:
Nolo
Colorist:
Mike Matusek
Audio Company:
Another Country
Sound Engineer:
John Binder
Audio Assistant:
Josh Hunnicutt
Executive Producer:
Tim Konn
Producer:
Louise Rider
Music Studio:
Squeak E. Clean
Music Studio Executive Producer:
Jocelyn Brown
Composer:
Justin Hori
Managing Partner:
Ari Kuschnir
Managing Partner:
Kate Oppenheim
Managing Partner:
Brian Latt

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