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Serena Williams channels Flashdance in Berlei ‘Do it for yourself’ campaign

Tennis player Serena Williams hits the dancefloor in her latest ad for underwear brand Berlei which draws inspiration from the 1983 movie Flashdance.

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The “Do it for yourself” campaign – created by Emotive and Parlour Creative – features a series of videos in  which Williams performs a solo dance routine to The Donna’s cover of Billy’s Idol’s ‘Dancing with myself.’

The ad is heavily influenced by an iconic scene from Flashdance in which the character played by Jennifer Beals creaks open a door and performs a dance routine in a dance studio. It was shot at the Hollywood Dance Centre in Los Angeles.

Williams, who is known for her passion for dance off-screen, has been doing ads for the brand since 2014 when she fronted the Bounce campaign for Berlei sports bras.

Jo Swan and Tiara Valder, creative directors at Parlour Creative said Williams has danced on Berlei shoots since she began work with them. They said in a press release: “Dancing at its best is a celebration of self. It was that we wanted to capture in this content – both the essence of Serena and Berlei, a brand that honours and supports women. We also knew she was a big fan of 80s music.”

Zoe Hayes, marketing director at Berlei told Mumbrella: “We celebrate all body shapes and Serena has got the most beautiful, strong, gorgeous figure. We are just so lucky to have her as a genuine ambassador and fan of the brand.”

Simon Joyce, CEO of Emotive told Mumbrella: “When you watch this content, you see it comes from a deeper place because it’s such a genuine connection. I think it’s certainly unique.”

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Hayes said the latest campaign was a “natural progression” of the relationship between Berlei and Williams.

An accompanying video features an interview with Williams about what inspires her.

The campaign will be mainly driven through social media and PR across the next two months, with a digital outdoor component outside major retailers including Rebel Sport and David Jones.

The Williams work is not the first time an Australian ad has looked towards Flashdance, with Carlton Draught’s Flash Beer winning a string of awards in 2006.

Credits:

  • Client: Berlei
  • Content & Production Agency: Emotive
  • Creative Agency ‘Do It For Yourself’ Dance video: Parlour
  • Creative Agency ‘Behind the Dance’ video and social edits: Emotive
  • Digital Amplification: Emotive
  • Talent: Serena Williams
  • Choreographer: Mecca Andrews
  • Director: Paola Morabito, Exit Films
  • Creative Director: Andrew Cameron, Emotive
  • Senior Producer: Hayley-Ritz Pelling, Emotive
  • Producer: Trevor Paperny, Bastard
  • Production Manager: Shawn Dougherty, Bastard
  • Director of Photography: Sharone Meir
  • Additional Photography: Harrison Schaaf
  • Editors: Uthayan Selvaraj & Sam Gadsden, Emotive
  • VFX: Mike Lomas
  • Audio Post: Nat Joyce, Rumble studios
  • Colourist: Tristian La Fontain, White Chocolate
  • Stills Photographer: Jez Smith
  • Location: Hollywood Dance Centre
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