Serena Williams to take Bumble's woman-first message to Super Bowl

Credit: Reuters - Sports
Published on January 31, 2019 - Duration: 02:35s

Serena Williams to take Bumble's woman-first message to Super Bowl

Tennis champion Serena Williams stars in a campaign for the Bumble social networking app that kicks off with a message of women's empowerment during the Feb.

3 Super Bowl.

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Serena Williams to take Bumble's woman-first message to Super Bowl

**MUSIC MUST BE CLEARED FOR USE** VIDEO SHOWS: BUMBLE 2019 SUPER BOWL COMMERCIAL WITH U.S TENNIS PLAYER, SERENA WILLIAMS / INTERVIEWS WITH SERENA WILLIAMS AND BUMBLE CEO WHITNEY WOLFE HERD ON BUMBLE AD UNIDENTIFIED FILM LOCATION (RECENT) (BUMBLE - MUST COURTESY BUMBLE / FOR EDITORIAL USE ONLY WITH NO ARCHIVE AND NO RESALE.

MUSIC NOT CLEARED FOR USE) 1.

BUMBLE 2019 SUPER BOWL COMMERCIAL WITH U.S TENNIS PLAYER, SERENA WILLIAMS NEW YORK CITY, NEW YORK, UNITED STATES (JANUARY 31, 2019) (REUTERS - ACCESS ALL) 2.

(SOUNDBITE) (English) U.S. TENNIS PLAYER, SERENA WILLIAMS, SAYING: "I definitely built a life that I want to live.

And what I hope people will get from this Bumble campaign and this new ad is that it's important to make the first move.

Whitney (Wolfe Herd, Bumble CEO) really put it out there with her company and brought this company that strictly was about women making the first move.

And I feel like, first of all, that was genius in itself, no one was doing it, and she really was thinking that this is better, this is smarter.

And why not?

We lived in a society for so long where we were taught as women that we should just wait for people to come to us, and wait for people to offer us promotions and just wait, wait, wait, wait, wait.

But Whitney got tired of waiting.

I've always been tired of waiting.

And it just really speaks to everything that we both are about." 3.

WILLIAMS SPEAKING 4.

(SOUNDBITE) (English) U.S. TENNIS PLAYER, SERENA WILLIAMS, SAYING: "This new generation are very smart and very hip and they are very inclusive, I think, is another good word.

And so they want to make change.

They don't want to do the same thing that my parents, my grandparents and that their parents are doing, you know?

They want to be different, look different, do different and be unique.

And we have to embrace that because that's the future." 5.

FOUNDER AND CEO OF BUMBLE, WHITNEY WOLFE HERD, SPEAKING 6.

(SOUNDBITE) (English) FOUNDER AND CEO OF BUMBLE, WHITNEY WOLFE HERD, SAYING: "For Bumble, we were speaking about women's empowerment, years before it became really top of mind for a lot of companies and brands.

And why Serena is the most emblematic human on the planet for Bumble is she has been living this her whole life.

She has been living our mission, our message, our values, in every area of her life, not just on the tennis court, but in her court of life, love, motherhood, business.

She's an incredible entrepreneur and that is why this works so well." 7.

WILLIAMS SPEAKING 8.

(SOUNDBITE) (English) U.S. TENNIS PLAYER, SERENA WILLIAMS, ON HOW SHE'S LOOKING TO TAKE CHARGE THIS YEAR AFTER CHALLENGING U.S. AND AUSTRALIAN OPENS, SAYING: "I had a great two tournaments." 9.

WILLIAMS AND HERD LOOKING AT TENNIS BALLS STORY: Tennis champion Serena Williams stars in a campaign for the Bumble social networking app that kicks off with a message of women's empowerment during the Feb.

3 Super Bowl.

Bumble began in 2014 as a dating platform for women to start discussions with potential male partners.

The company is aiming to promote newer functions, Bumble BFF and Bumble Bizz, which help women find friends and build business networks, alongside dating.

In the campaign called "The Ball is in Her Court," Williams urges women to make the first move in all aspects of their lives.

"We lived in a society for so long where we were taught as women that we should just wait for people to come to us, and wait for people to offer us promotions and just wait, wait, wait, wait, wait," Williams told Reuters in New York on Thursday (January 31).

"But Whitney (Whitney Wolfe Herd, Bumble founder and CEO) got tired of waiting.

I've always been tired of waiting.

And it just really speaks to everything that we both are about." Williams, one of the world's top athletes, was knocked out of the Australian Open this month with a quarter-final loss to Karolina Pliskova.

Naomi Osaka claimed the Australian Open title.

Williams was beaten by Osaka in the controversial U.S. Open final in which she had a major row with the chair umpire.

But on Thursday, Williams wasn't talking sports, other than to say, "I had a great two tournaments." Williams helped create the Bumble campaign, which was developed and produced entirely by women, and will serve as global adviser to the company.

The campaign will appear across multiple platforms, Bumble said, and its debut will coincide with the Super Bowl, the annual U.S. football championship that draws the year's biggest television audience.

Whitney Wolfe Herd, who founded Bumble to shift the power dynamics of dating and serves as chief executive, said Williams fit well into her concept of Bumble's brand.

"We were speaking about women's empowerment, years before it became really top of mind for a lot of companies and brands.

And why Serena is the most emblematic human on the planet for Bumble is she has been living this her whole life.

She has been living our mission, our message, our values, in every area of her life, not just on the tennis court, but in her court of life, love, motherhood and business." The app now has more than 47 million users worldwide and competes with services such as Match Group Inc's Tinder and a new Facebook dating option.

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