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Nike: Until We All Win by Wieden + Kennedy Portland

Client: Nike
Date: Mar 2018
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On an Oscars night that was powered by women, a new Nike ad that debuted during the broadcast featured tennis superstar Serena Williams telling how she overcame the cries of her detractors to find success.

With International Women’s Day coming up on March 8, Nike wanted to recognize and celebrate the contributions and achievements of women everywhere in a push for gender equality, in this case, delivered by Williams.

In the spot, we see quick shots of Williams as a young tennis player, then flash forward to now, with scenes of her powerful tennis game, with her voice over saying how she pushed past all the calls of why she could never succeed. “I’ve never been the right kind of woman – oversized, overconfident, too mean…to black for my tennis whites, too motivated for motherhood. But I’m proving, time and time again, there’s no wrong way to be a woman.”

The ad is tagged “Until We All Win.”

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