Nike follows a young Serena Williams' path to the U.S. Open
Wieden & Kennedy blends old and new footage for tournament-focused spot
Editor's Pick
Serena Williams is arguably the greatest tennis player of all time, man or woman--just ask 20-time Grand Slam winner Roger Federer.
But Williams' dominance of the sport didn't come easy. Her painstaking training began early, not at Swiss academies like many of the world's top players, but on public courts in Compton, coached by her father. A new spot for Nike from Wieden & Kennedy seamlessly merges archival footage of a young Williams and her father on those courts with scenes of the adult Williams in action. "Be tough, just like you want to win," says Richard Williams in a voiceover. "Just like you're at the U.S. Open."
Serena Williams made it to the U.S. Open, and won the tournament six times--so far. This week, the competition in New York City begins again, and Williams is there, looking to tie Australian Margaret Court's record with a 24th Grand Slam win (and what would be her first after giving birth late last year).
The Nike spot will run on ESPN during the first two rounds of the U.S. Open, which begins Monday. It's part of a summer-long celebration of the 30th anniversary of Nike's iconic "Just Do It" tagline.
Credits
- Date
- Aug 27, 2018
- Brand :
- Nike
- Agency :
- Wieden & Kennedy-Portland
- Creative Director :
- Alberto Ponte
- Creative Director :
- Ryan ORourke
- Creative Director :
- Chris Groom
- Creative Director :
- Antony Goldstein
- Copywriter :
- Adam Tetreault
- Art Director :
- James Moslander
- Director of Production :
- Matt Hunnicutt
- Director of Production :
- Mike Davidson
- Executive Producer :
- Molly Tanen
- Producer :
- Kacey Klonsky
- Producer :
- Katie McCain
- Strategic Planning :
- Zack Kaplan
- Business Affairs :
- Rylee Millerd
- Account Team :
- Anna Boteva
- Account Team :
- Carly Williamson
- Account Team :
- Kate Rutkowski
- Account Team :
- Luiza Prata Carvalho
- Account Team :
- Simone Jackson
- Account Team :
- Vanessa Miller
- Media/Comms Planning :
- Reme DeBisschop
- Media/Comms Planning :
- Stephanie Campbell
- Media/Comms Planning :
- Vivian Zhang
- Creative Manager :
- Shannon Hutchinson
- Studio Manager :
- Alicia Kuna
- Studio Designer :
- Jamon Sin
- Broadcast Traffic Manager :
- Tim Bell
- Broadcast Traffic Manager :
- Maria Hernandez
- Editorial Company :
- Joint
- Editor :
- Peter Wiedensmith
- Assistant Editor :
- Kristy Faris
- Post Producer :
- Kathleen Russell
- Post Executive Producer :
- Leslie Carthy
- Finish Company :
- Joint
- Color Grade :
- Jasmine Vazquez
- Flame Artist :
- Pilon Lectez
- Flame Artist :
- Kevin Alfoldy
- Flame Artist :
- Aurelien Patureau
- Post Executive Producer :
- Alex Thiesen
- Music and Sound Company :
- Joint
- Composer :
- Noah Woodburn
- Mix Company :
- Joint
- Mixer :
- Noah Woodburn
- Audio Assist :
- Natalie Huizenga
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