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By Webb Wright, NY Reporter

August 29, 2022 | 2 min read

The new TV spot celebrates Williams’ legacy, both as an athlete and as a role model.

Gatorade has teamed up with Beyoncé for a new TV ad celebrating professional tennis icon Serena Williams, with whom the brand has maintained a long-running partnership. The spot – titled ‘Love means everything’ – debuted yesterday during the MTV Video Music Awards (VMAs), shortly before the start of the 2022 US Open.

‘Love Means Everything,’ which runs to a little under two minutes in length, underscores Williams’s confidence and talent on the court, as well as the inspiration that she’s provided – and will undoubtedly continue to provide – to countless young people. The spot was narrated by Beyoncé (who’s reportedly a close friend of Williams) and directed by Jake Nava.

“Serena’s immeasurable impact spans far beyond the court,” Kalen Thornton, Gatorade’s chief marketing officer, said in a statement. “Her unapologetic love for the game, herself and community started a movement that inspired millions. As a long-standing member of the Gatorade Family, ‘Love Means Everything’ celebrates the movement of empowerment and love Serena embodies as she continues to inspire the next generation.”

Williams’s partnership with Gatorade started back in 2009. Earlier this year, she was featured in the brand’s ‘Fuel Tomorrow’ campaign, which aimed to make sports programs more accessible and inclusive.

The first rounds of the 2022 US Open begin today. Serena Williams will play Danka Kovinić at Arthur Ashe stadium at 7pm ET.


Agency: TBWA/Chiat/Day LA

Media agency: OMD

Production: Believe Media

Editorial: Lost Planet

Color: Company3

Sound Design/Mix: Barking Owl

VFX/Finishing: Method Studios

Music: Heavy Duty

Footage Research: STALKR

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