Inspiration: Nike's "Dream Crazier" ad narrated by Serena Williams
It's International Women's Day next week (8 March) and global sportswear giant Nike has released an inspirational 90-second spot ahead of the event, highlighting society's unequal reactions to emotions expressed by men and women, and in particular those in sport.
IWD and other dedicated "cause days" can often prompt brands to jump onto a bandwagon in a bid to show they care, but this spot from Nike, which debuted during The Oscars, feels as authentic as it is thought-provoking.
Narrated by one of the best sportspeople of all time, Serena Williams (who has herself been dubbed "crazy" for allowing her emotions to spill out on the tennis court) the spot features some of the best-known women in global sport showing emotion and at the same time achieving awe-inspiring feats.
“If we show emotion, we’re called dramatic. If we want to play against men, we’re nuts. And if we dream of equal opportunity, delusional,” Williams says.
“When we stand for something, we’re unhinged. When we’re too good, there’s something wrong with us. And if we get angry, we’re hysterical, irrational, or just being crazy,” she continues.
Williams narrates as footage is shown of inspirational athletes including snowboarder Chloe Kim, gymnast Simone Biles, hijab-wearing fencer Ibtihaj Muhammad, San Antonio Spurs assistant coach Becky Hammon and middle-distance runner Caster Semenya. It's hard not to be moved by both their displays of emotion but also their incredible achievements.
If they were men and had outburst of emotion, would they be dubbed "crazy, crazy, crazy and crazy" as Williams herself has been for winning 23 grand slams, having a baby and coming back for more? It's unlikely. But Nike's (and Williams') message in all of this is to inspire women and young girls to embrace their crazy and go on to do amazing things.
“So, if they want to call you crazy, fine," Williams says at the ad draws to a close. "Show them what crazy can do."
