If you are a sports fan, chances are you have a favorite athlete. You’ve got your typical favs like Michael Jordan, Kobe Bryant, Lebron James, Tom Brady, Christian Ronaldo, the list could go on and on. However, when asked about my favorite athlete the answer is always the same. It’s the dominant, the queen, the GOAT– Serena Williams. As a tennis player she has overcome constant challenges. Most recently the dialogue surrounding her abilities after giving birth to her daughter. Leaving many asking if she can “comeback” to tennis and be a mom AND a champion. Ahead of the US Open this past August, Chase released an ad in partnership with Serena, reminding the world that this isn’t a comeback
As we’ve learned there are certain elements that make an ad more effective. Take a look at “Mama Said Knock You Out” below before we dive deeper into why it works so well.
https://www.youtube.com/watch?v=dYbOwTKptnA
The purpose of this ad was to inspire others, particularly working mothers who saw Serena as relatable and could identify with this struggle. The campaign was also extended through the hashtag, #ThisMama which allowed mothers to share their stories across social media. With five simple words, don’t call it a comeback, Chase was able to create a sense of community among mothers and empowered them with the help of Serena. By creating an ad that was unique, they were able to stand out from their competition (Twose & Jones, 2011). This kind of differentiation among other brands is what leads to long-term success for Chase (Knowledge Points, 2016).
However, it’s not just about being unique, it’s the emotional connection built with the viewer that makes this ad meaningful. Creating an emotional connection is an important element and one of Jonah Berger’s six steps to contagiousness (Berger, 2013). Emotion is a critical part of what makes something impactful, and the more we care about something, the more likely we are to share it (Berger, 2013). I don’t know about you, but as soon as I saw this ad I had chills. I shared it with EVERYONE. It was in my Instagram stories. I showed it to anyone who would watch. I was immediately engaged with the campaign (and boy did I want her to win so people would stop asking about her comeback!).
Certainly, the connection to motherhood is relatable and this ad resonates with moms everywhere. But I also think it can connect with people who have been told they can’t do something. And this is why I think the message can be felt by so many different people. It may have been targeted to moms but the idea of “coming back” or feeling like you can no longer succeed is an extremely relatable emotion.
Who hasn’t wanted to echo the sentiment and remind all the doubters, you’ve been here for years.
References
Berger, J. (2013). Contagious: Why things catch on (1st Simon & Schuster hardcover ed.). New York: Simon & Schuster.
2006. Knowledge Point– What makes an ad persuasive? Millward Brown. Retrieved from www.warc.com
Twose, D., and Jones, P. (2011). Creative effectiveness. Admap. Retrieved from www.warc.com
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