During this year's Super Bowl, Bumble showcased a new 'The Ball is in Her Court' commercial that stars tennis all-star athlete Serena Williams. Bumble is a dating and networking platform that is designed for women to enable the initial conversation. It encourages women to take action in their own lives, not wait and reminds them of the power that they already have.
In the commercial, Williams says "don't wait until they give you power, because here's what they won't tell you, you already have it." The commercial was created and directed by a team that consisted on only females and Williams explained that it was important to have something like the Ball is in Her Court ad reach a media outlet that is celebrated more towards men.
Key Themes Behind This Trend
- Female Empowerment
- Opportunity for disruptive innovation in marketing campaigns that empower and celebrate women.
- Inclusive Advertising
- Opportunity for disruptive innovation in creating advertisements that represent and appeal to diverse audiences.
- Gender-targeted Platforms
- Opportunity for disruptive innovation in creating platforms that specifically cater to women in the dating and networking space.
Where This Applies
- Marketing & Advertising
- Opportunity for disruptive innovation in creating more inclusive and empowering marketing campaigns.
- Media & Entertainment
- Opportunity for disruptive innovation in shifting the focus of media outlets towards celebrating and showcasing female empowerment.
- Technology & Social Media
- Opportunity for disruptive innovation in developing gender-targeted platforms that encourage women to take action and empower themselves.
