Serena Williams, star de l’US Open

A la recherche de son 22ème titre en Grand Chelem et de graver à jamais son nom dans l’histoire comme la première joueuse à remporter les 4 tournois de suite dans une même saison, Serena Williams est clairement la reine de cet US Open qui a démarré la semaine dernière à New York.

Deux marques ont décidé de dévoiler quasi simultanément deux publicités mettant en scène la numéro 1 mondiale, à savoir Beats By Dre et Gatorade. Beats By Dre, qui a trouvé son « sweet spot » publicitaire avec une saga publicitaire où l’athlète trouve sa force intérieure grâce à la musique, se retrouve face à Gatorade et son spot « Unmatched » qui utilise des images d’archive pour raconter l’histoire de Serena Williams.

Le spot de Beats By Dre, Rise, ouvre sur une Serena, dans son lit, reveillée par l’alarme de son Apple Watch, et continue sur cette écriture publicitaire que l’on connait tant, à savoir démontrer la valeur et l’utilité du produit en mettant en scène l’athlète face à ses détracteurs et critiques.

Sans doute trop long (le spot fait 3 minutes comme vous avez pu le remarquer), la publicité de Beats By Dre perd en émotion et en intensité, là ou Gatorade arrive à nous transmettre des émotions à travers une histoire et un regard différents.

La publicité de Gatorade, Unmatched, ouvre sur un extrait vidéo d’une Serena Williams jeune, avec sa coupe de cheveux, qui marqua les esprits à jamais, qui s’apprête à répondre à une question : « If you were a tennis player, who would you want to be like? » (« A qui souhaites-tu ressembler plus tard ? »

L’utilisation de vidéos d’archive permet de raconter l’histoire en 45 secondes avec beaucoup d’émotions et d’aborder un autre angle de la signature de Gatorade « Win From Within », qu’on peut interpréter dans le cas de Serena Williams comme « je suis la somme de mes hauts et bas ». A noter que le film « Unmatched » de Gatorade fait partie d’une campagne plus large autour de Serena Williams et qui comprend une oeuvre murale, Serena 21, 21 oeuvres d’art autour de Serena Williams, faits par 21 artistes commandités par la marque.

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