Deloitte ads wield WNBA star power to cheer for women in business
Diana Taurasi, Sydney Colson and other WNBA stars turn the tables on fandom as they applaud the achievements of women in business.
Imagine a parallel universe where businesswomen are treated with the same adoration and reverence as sports legends.
A new TV campaign launched by financial firm Deloitte today creates such a realm, where women in business shine as brightly as basketball superstars. Its mission? To inspire young girls to chase their dreams with unwavering determination, regardless of the career path they choose.
The campaign, which comprises four spots (‘Boardroom Fantasy Draft,’ ‘The Real MVPs of Business,’ ‘Front Row Seats to the C-Suite’ and ‘The Winning Roster)’ and stars Women’s National Basketball Association (WNBA) players Diana Taurasi, Sydney Colson, Sylvia Fowles and Theresa Plaisance, sees women on the court and in the conference room alike being celebrated.
“The continued advancement of women in sports and business is essential to help create a more diverse, inclusive and equitable society,” said Jason Girzadas, chief executive officer of Deloitte US, in a statement shared with The Drum.
“At Deloitte, we are deeply committed to diversity, equity and inclusion within our own organization and society and are proud of the influential leadership of women across our organization. Our collaboration with the WNBA and Maximum Effort will shine a spotlight on the incredible impact women leaders make every day as role models and changemakers shaping the next generation.”
The ads not only come timed to the 2023 WNBA Playoffs, but in tandem with the publishing of a new Deloitte survey: ‘The Impact of Sports on Women’s Professional Success,’ which found that women who played competitive sports in their youth are more likely take on leadership or management roles later in life.
The campaign was ideated and developed by Ryan Reynolds’s creative agency Maximum Effort.
“As a girl dad, co-chair of a Welsh women’s football team and producer of a WNBA TV show, I want to help create a great professional environment for women. Sports is transformative and fun for both women and men, whether a career in sports is the goal or not,” said Ryan Reynolds, co-founder of Maximum Effort. “I am grateful to Deloitte and the hilarious WNBA stars for collaborating with Maximum Effort to create this campaign.”
The ads will run throughout the WNBA Playoffs, which begin this week.
WNBA commissioner Cathy Engelbert added: “As we embark on the playoffs after a milestone season for the WNBA, it‘s a perfect time to highlight the importance of supporting women in sports and business at all levels. As someone who played sports as a young girl through college, I hope that these efforts continue to inspire young girls and women to keep following their dreams in whatever career they aspire to.”
Deloitte has been a sponsor of the WNBA since 2020 and says it has helped the league transform its business from short-term operational planning to long-term business strategy.
In recent years, women‘s sports have not only witnessed a surge in viewership, with WNBA viewership up 21% this year compared with last, but have also played a pivotal role in reshaping societal perspectives on gender equity.
The campaign comes on the heels of the recently announced Syd + TP Show, an original unscripted comedy from Maximum Effort starring WNBA’s Sydney ‘Syd‘ Colson and Theresa ‘TP‘ Plaisance.
Executively produced by Ryan Reynolds, the film premiered yesterday, September 18 on the Maximum Effort Channel on Fubo. Below is the show‘s trailer.