Serena Hawking… Tampax!

Filed Under: Serena Williams Ad Campaigns

In spite of fears that Serena Williams would lose her endorsement deals after her biting outburst at the US Open last month, the tennis star has not only retained her sponsorships, she's gained even more!

In a deal that Tampax is seemingly over-the-moon about, Serena has signed on to endorse the Proctor & Gamble-owned feminine company in a series of print ads, as well as online-only web videos. And though the ads were produced before the US Open, Serena's tirade did nothing to deter the tampon company's enthusiasm for her.

Courtney Schuster, a brand manager for Tampax, said, "We didn't ever consider dropping Serena. She accepted responsibility and apologized for what happened, and we think that demonstrates the strength of her character…. This is pretty encouraging for the feminine care category. A lot of celebrities are not open to working with our brand, and we're thrilled that Serena is."

Serena is the largest celebrity ever to work with a feminine hygiene company, and we have to say, we're diggin the results so far.

The tennis player joins the Tampax Pearl campaign in which a quirky and cunning Mother Nature mischievously bestows upon women an unwanted monthly "gift." The women then aim to "Outsmart Mother Nature - with Tampax," as their tag line boasts.

Serena's edition is set up as something of a face-off between the tennis pro and mother nature, and (with the exception of one ew-factor line, you'll know it when you hear it) it's pretty damn funny. It's refreshing to see ads geared toward women go in a humorous direction; normally tampon ads are unbearably cheesy, or graphic, or both.

Check out the ad above. What do U think?!

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Posted: September 29, 2009 at 3:30 pm