Serena Williams is a top sportsperson. She also loves to dance. And Berlei is making the most of her athleticism, her personality and drive in a content campaign developed with content agency Emotive and Parlour Creative.

It’s a sneak peek into the private world of Serena Williams. In the first piece of digital content series, she’s dancing like nobody’s watching. She’s confident, playful and expressive. It’s a side of Williams people don’t usually see. A side that enables her to slip into the “like us women” category and inspire others.

Williams’ mood is underscored, aptly, The Donnas’ cover of Billy Idol’s ‘80s track, Dancing with Myself. The film is intended to provide an insight into Serena’s feelings on the importance of women investing in and focusing on themselves.

For Berlei, it expresses the essence of the brand’s relationship with women through the brand positioning, Do It For Yourself. 

Serena Williams commented, “Do It For Yourself is really about focusing on ourselves as women.  Celebrating our female strength, power and beauty.  We need to take time for ourselves, invest in ourselves, and be strong.”

Zoe Hayes, marketing director, Berlei, added, “Our partnership with Serena goes well beyond her love of our bras. We have shared beliefs and this campaign beautifully encapsulates that – we encourage all women to fuel their fire through self-investment.”

The campaign will cover social video platforms, including Serena’s social channels, digital OOH and Berlei assets.

Simon Joyce, chief executive officer, Emotive, noted, “Berlei is a progressive brand that understands the value of creating content for their audience that is both entertaining and emotional. Platform intentionality is key, with each of the seven pieces of content featuring Serena tailored to the respective social platforms, and working in harmony to drive a ‘content to commerce’ result.”

The driving force behind the production was to create content that was undeniably genuine.

Jo Swan and Tiara Valder, Parlour Creative explained, “Serena has danced on Berlei shoots for years, off camera, so we knew it was something she genuinely did for herself. 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 80’s music. The Donnas’ take of Billy Idol’s famous song was the perfect fit.”

Berlei has been a part of Serena’s “armour” since her mum discovered the brand in Melbourne during the 2006 Australian Open. Since then, Berlei has been the only bra she wears for training, competition (and dancing for herself).

The campaign is supported by product spots:

and social shorts: