Bumble affirmed that an innovative new advertisement featuring the latest celebrity companion Serena Williams will debut while in the first half the SuperBowl.

Per AdWeek, Bumble mocked a fresh strategy because of the golf celebrity, admitting it would coordinate making use of the SuperBowl, although it wasn’t obvious as long as they happened to be about to air an advertisement through the video game, one of many most-watched annual occasions in U.S. (and one quite pricey ad buys). Bumble has affirmed their own first SuperBowl ad will function Serena Williams in addition to their new strategy “golf ball is during the woman legal.”

Bumble, a female-friendly relationship app, is serious about their female-empowerment goal. Over the past few years, the company provides debuted offerings that attract particularly to women, such as partnering with Moxy Hotels to supply BumbleSpot – proven areas in which Bumble customers can fulfill for times, job networking, or prospective new relationships – in an effort to generate safe areas for women.

The advertisement with Williams will function her surge to celeb, “not just as an expert golf star but as operator, character model, girlfriend and lesbian sugar mommy,” in accordance with AdWeek. The location was developed by a mostly female team and directed by A.V. Rockwell, an award-winning screenwriter and manager whose work tackles dilemmas on competition and oppression.

The message of ad is to promote ladies to control unique tales, some thing Bumble has-been excited about through the first of the internet dating application, giving women the energy to really make the basic action.

In a teaser movie when it comes to SuperBowl advertising, which will air February 3rd, Bumble granted a look of what to expect.

“We’re located in some sort of and community in which individuals are needs to see in another way and beginning to recognize that the audience is just as strong and merely as smart and merely as savvy and just because businesslike as another male nowadays,” Williams claims in front of the camera, which then pans to their serving a basketball in an empty courtroom. “And now it is time to arrive and inform our tale just how it must be advised.”

AdWeek pointed out that the female-forward Bumble offer campaign is actually unusual for a SuperBowl, which will be these a male-dominated space, and more unlikely that a primarily feminine group would create these types of a SuperBowl advertising.

“There are so many ladies who are willing and enthusiastic [to be involved when you look at the Super Bowl], and each lady included [in Bumble’s spot] had so much love,” Bumble primary brand policeman Alexandra Williamson told AdWeek.

She went on to express: “individuals will see a unique area to Serena once this ad goes real time, and that I would feature that to an all-female group implementing it.”