In its Super Bowl advertising debut, female-focused dating app Bumble enlisted tennis great (and newly appointed global brand advisor) Serena Williams to tell women they shouldn’t be afraid to make the first move.
“If I waited to be invited in, I never would’ve stood out. So make the first move in work, in love, in life,” Williams says in the 30-second ad, which promotes three of the brand’s offerings: the original Bumble dating app, as well as BumbleBFF for finding friends and BumbleBizz for making business connections.
Bumble is unique among dating apps because only women can send the first message when two users match. “Women talk first to set an equal tone from the start,” the app says on its website.
Produced by an all-women team from Nashville-based agency FlyteVu and WPP’s VMLY&R, Bumble didn’t even decide that it would air a Super Bowl spot until Thanksgiving Day 2018, meaning “The Ball is in Her Court” was created in just six weeks.
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