As part of its sponsorship of the U.S. Open, Chase has launched a powerful and inspiring commercial featuring Serena Williams, which champions her making the most of her next chapter as a mother and legendary athlete. While many have called this her comeback, Williams wants the world to know that motherhood is something that she and mothers all over draw strength and motivation from.
Directed by Martin De Thurah of Epoch for Droga5 NY, the film explores the duality of Williams–a woman who is simultaneously a nurturing mother and a ferocious athletic opponent. In the film, we see her going from nursery to practice court – reciting the lyrics of the LL Cool J classic “Mama Said Knock You Out.” It’s both motivation for herself and a message of empowerment for mothers of all backgrounds and stages.
Credits
Client Chase Bank Agency Droga5 NY David Droga, creative chairman; Neil Heymann, chief creative officer; Lauren Costa, group creative director; Jake Shaw, Ash Tavassoli, creative directors; Nedal Ahmed, sr. copywriter; Julia Melograna, sr. art director; Jason Severs, chief design officer; Anna Fine, design director; Andrew Diemer, Kelsey Lynch, designer; Sally-Ann Dale, chief creation officer. Production Epoch Martin de Thurah, director; Monika Lenczewska, DP; Melissa Culligan, exec producer; Leah Allina, line producer. Editorial Exile NY Shane Reid, editor; Sasha Hirschfeld, exec producer; Evyn Bruce, head of production; Cutler Gray, assistant editor; Lauren Pullano, Dale Nicholls, producers. Postproduction Method Randie Swanberg, Flame lead/CD; Sofie Borup, colorist; Angela Lupo, Adrienne Mitchell, exec producers; Tsiliana Jolson, sr. supervising producer; Camera Edwards, VFX coordinator; Suzanne Dyer, Chris Hunt, Ed Lopez, Glen Bennett, Flame artists; David Piombino, 2D comp supervisor; Scott Minter, 2D/Nuke compositor. Music LL Cool J, Song: “Mama Said Knock You Out” Sound Q Department, NY re-orchestration & remastering; sound design. Audio Post Digital Arts NY Josh Heilbronner, mixer. Graphics Production Second Child Lisa Bishai, quality control manager; Virginia Vargas, graphics studio manager; Nereida Valles, graphics studio coordinator; Joseph Barrile, production artist.
Peter Thwaites of The Corner Shop directed this film for healthcare company Abbott that shows what it’s really like to live with diabetes--including the constant judgment, shame and guilt.
The film is the cornerstone of Abbott’s new global initiative called “Above The Bias” out of agency VML Chicago, which is driving awareness about the health impact common misconceptions and bias about diabetes can have on people living with the condition.
Thwaites said, “What initially drew me to this project was the chance to create a visual metaphor for the weight of other people’s opinions--something we all carry, whether we realize it or not. The suit we built to physically weigh down our actor became more than just a prop; it shaped his performance, making the emotional burden feel tangible. Tonally, I wanted to ensure the message felt earned without becoming overly sentimental, allowing the actor to start from a grounded place and gradually reveal the impact of that weight.”
Healthcare company Abbott--known for its medical technology, nutritional products and pharmaceuticals--surveyed more than 2,600 people living with diabetes across eight countries, including the U.S., to help inform the campaign and bring to life the realities of living with the condition. Research found that nearly 70% believe there is stigma associated with their condition; almost 25% have avoided sharing their diagnosis with family or friends out of embarrassment or concern; and 40% have skipped or missed a doctor’s appointment due to shame or stigma.