Thirty years ago Nike taught us to Just Do It, and the slogan stayed with us, pushing for us to take risks on our dreams.
Last week during the Academy Awards where the Best Documentary Short was won by Period, End Of Sentence and days before International Woman’s Day, Nike’s latest advert was aired, sending a positive message to women everywhere.
And the message of the campaign is to empower these “crazy women,” to go bigger than ever before.
Narrated by Serena Williams, the greatest female athlete of all time, tailored for women who dream big.
Williams, who was called “crazy” and “emotional” last year during her tennis match, the advert also features words like “dramatic”and “delusional”.
Williams began the commercial—which kicks off a celebration of women in sport leading up to the Women’s World Cup in Paris–by listing stereotypes against women:
“If we show emotion, we’re called dramatic,” she said. “If we want to play against men, we’re nuts. And if we dream of equal opportunity, we’re delusional. When we stand for something we’re unhinged. When we’re too good, there’s something wrong with us. And if we get angry, we’re hysterical, irrational, or just plain crazy.”
The inspiring minute-and-a-half advertisement then highlights all the accomplishments of women athletes, including Chloe Kim, the snowboarder who became the first female to land a Frontside Double Cork 1080; Ibtihaj Muhammad, the Olympian fencer who became the first woman to wear a hijab in competition during the Olympics; and of course, Williams:
“A woman running a marathon was crazy. A woman boxing was crazy. A woman dunking? Crazy. Coaching an NBA team? Crazy. A woman competing in a hijab, changing her sport, landing a Frontside Double Cork 1080, or winning 23 Grand Slams, having a baby, and coming back for more? Crazy. Crazy. Crazy. Crazy. And Crazy.”
The Nike commercial ends with Williams showing pride in being called crazy.
“So if they want to call you crazy? Fine. Show them what crazy can do.”
A Nike spokesperson said in a statement:
“The use of Serena Williams as the narrator amongst a number of athletes reflects her standing as one of the most inspirational athletes of her generation who empowers girls to continue to believe in their own crazy dream,”
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