Serena Williams stands up to haters in latest Beats by Dre ad
Beats by Dre has captured the top ranked female tennis player in the world, Serena Williams, for its new ad campaign as the brand continues to use sporting superstars to promote its headphones.
The latest Beats ad features the 21-times grand slam champion going through an intense morning run while wearing the latest Powerbeats wireless earphones. It shows the 33-year-old running through deserted city streets with flashes of some of her most difficult on-court struggles.
Williams' inclusion in Beats' campaign is significant in that she is the only female athlete to appear in its ads. Previous athletes include basketball stars Lebron James and Draymond Green and footballers Bastian Schweinsteiger and Neymar Jr.
It continues the brand's advertising approach of focusing world dominating athletes as they prepare to undertake some of their greatest challenges in intense workout regimes.
Given that Apple owns Beats, following its $3bn acquisition last year, it is unsurprising that the ad also features Williams using an Apple Watch, iPhone and Beats Radio. The song playing over the training clip is Andra Day's smoky ballad "Rise Up” which features the lyrics "I rise up like the day/I rise unafraid/I rise up and I do it a thousand times again."
The ad is likely to gain a lot of exposure given that Serena Williams is scheduled to face her older sister Venus Williams the quarter finals of the US open tournament tomorrow. The ad can be viewed in full above.