Sports

Serena Williams and Daughter Olympia Pose for Joyous Playtime Snap

Serena Williams and Daughter Olympia Pose for Joyous Playtime Snap

The company has purchased its first Super Bowl commercial for Super Bowl LIII, which airs Sunday, February 3 and it stars tennis champion Serena Williams, who also married in 2017 - to Reddit co-founder Alexis Ohanian. She eventually makes the decision to take control of the situation, picking up a tennis ball and taking part in the game. I can't tell you how many times I've heard no ... "But if I waited to be invited in, I never would have stood out", Williams narrates in the commercial.

"Don't wait to be given power", Williams says, "because here's what they won't tell you: we already have it".

Serena is encouraging others to make their first move with Bumble.

The message - important on a number of levels - aligns with Bumble's policy for its dating app whereby in heterosexual matches, only women can contact men first.

While Williams is a role model for strong women, she won't be using the app herself.

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"I think we're taught as women sometimes that it's OK to sit back and it's OK to let someone come to you and it's OK, you'll get your opportunity because people will open the door and people will come to you".

The dating app believes that the policy is "extremely significant" and empowering as it makes it acceptable for women to make the first move despite what society dictates. Aside from FlyteVu, a female-led agency, VMLY&R also has a woman chief global creative officer, and Bumble was founded by a woman.

'If I waited for change to happen, I never would have made a difference.

Giuseppe Zanotti collaborator Rita Ora's "Soul Survivor" provides the background track for the commercial.