Creativity

Serena Williams urges female athletes to channel their 'crazy' in Nike Oscars spot

By Kyle O'Brien | Creative Works Editor

February 25, 2019 | 3 min read

Last fall, Nike celebrated its 30th anniversary for its iconic Just Do It marketing campaign. The year-long journey to inspire the next generation of athletes enters into its next phase with ‘Dream Crazier.’

Serena Williams Just Do It

Serena Williams for Nike

In the 90-second spot, Nike continues to champion female athletes and change the game for women in sports. ‘Dream Crazier’ is the start of a journey celebrating women in sport ahead of soccer’s biggest moment in France this summer, the Women’s World Cup.

With Williams, Nike has taken another firm stand, after its divisive Colin Kaepernick work was released late year, giving the unsigned footballer a voice.

Directing this new spot was Somesuch’s Kim Gehrig having drawn universal acclaim for her This Girl Can work – and more broadly caused waves with the divisive Gilette ‘We Believe' ad gently urging men to aim higher in their ambition and conduct.

The spot from Wieden & Kennedy Portland features a compilation of moments by some of the greatest athletes in the world and shines a spotlight on female athletes who have broken barriers and inspired generations of athletes to chase after their dreams, including Simone Biles, Ibtihaj Muhammad, Chloe Kim, members of the US Women’s National Soccer Team and Serena Williams, along with rising stars and young female athletes. The film is narrated by Williams, who takes offensive statements of female athletes and turns them around to be empowering and motivational.

“If we show emotion, we’re called dramatic… if we dream of equal opportunity, delusional,” says Williams in her voice over. Then, she talks about her own “crazy” accomplishments, including having a child and coming back for more, before saying “So if they want to call you crazy, fine. Show them what crazy can be.”

‘Dream Crazier’ debuted on TV during the Oscars.

Nike: Dream Crazier by Wieden + Kennedy Portland

By Nike

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Nike, Inc. is an American multinational corporation that is engaged in the design, development, manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories, and services.

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