Chase - This Mama Keeps Going

Chase has been a proud sponsor of the US Open and Serena Williams for many years. Last year, ahead of Serena’s first return to the US Open since becoming a mom, we ignited a conversation around motherhood using #ThisMama. It was a conversation that mamas everywhere felt empowered to join, using the hashtag to tell their own stories of motherhood. This year, we really wanted to continue that momentum.

This is a campaign that looks to revitalize the momentum of last year’s This Mama campaign by showing the journey of motherhood from the perspective of Serena. The concept pairs videos of Olympia growing up, from ultrasound all the way through to the present day, with VO from Serena’s interview after her very first US Open win. What’s incredible is how well her words relate to both her life as a tennis player, but also as a mother. It’s an idea that gives body to the idea that “This mama keeps going” by touching on the fact that, even though it's been 20 years since her grand slam, as a mother and a player, she will never stop pushing, striving and playing.

We wanted to shine a light on the incredible strength of mothers, using Serena Williams as the embodiment of this strength. Serena is vulnerable and candid about motherhood, celebrating the good days and talking openly about the bad. As both a nurturing mother and fierce competitor, no matter what, she keeps going.

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