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
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 Studios
- 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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