Ode to female pleasure gets a lift from Serena Williams' serenade

Watch the teaser conceptualised by JWT Sydney here

Sep 24, 2018 04:41:00 AM | Video | Ad Nut

The tennis superstar's rendition of the breast-cancer awareness anthem ‘I touch myself’ is as powerful as her forehand. 

This rendition is part of an awareness campaign developed by J. Walter Thompson Sydney for Aussie bra brand Berlei, launched to coincide with International Breast Cancer Awareness Month (October 2018).

Williams is a long-term Berlei ambassador, and her first-ever foray into singing will be used across multiple channels urging young women to, literally, ‘touch themselves’ as the best way to stay on top of their breast health.  

Ad Nut remembers the 1990s when the track ‘I touch myself’ was originally recorded by celebrated diva Chrissy Amphlett of the Divinyls, who passed away from breast cancer in 2013. An old paean to female sexuality and masturbation that turned into a sexy karaoke party song when Ad Nut was younger, its transformation into today's breast-cancer awareness message has gone beyond giggles about self-pleasure.

“Getting young women to pay attention to a breast cancer message isn’t easy. But grabbing their attention with the things they love is. So we decided to start this important conversation by speaking to some of their greatest passions: music, sport and celebrity.  And Serena is no ordinary celebrity.  She’s a strong, powerful ambassador who is not afraid to stand up and make herself heard on the issues close to her heart," explained Simon Langley, J. Walter Thompson Sydney ECD. Ad Nut pretty much agrees with Langley.

To coincide with the campaign, Berlei has released a new, limited-edition, snakeskin print, rockstar- inspired range. Named ‘The Chrissy’ after Chrissy Amphlett, the range includes a T-shirt bra which is lined with the words “I Touch Myself” to remind female consumers to examine their breasts for early signs of breast cancer when they are getting dressed each day. Also available is Post-Surgery Bra, designed specifically for women who have undergone breast cancer surgery.


Starring: Serena Williams    
Director: Daniel Askill
Music Director: Charley Drayton
Chorus Harmony Vocal: Chrissy Amphlett
Music Producer/ Programmer /Mix engineer /Guitar/ Visual music arranger: Pat Thrall
Recording voice coach to Serena Williams: Koo Abuali
Original music track - I Touch Myself
Original Songwriters: Christina Amphlett, Tom Kelly,  Billy Steinberg & Mark McEntee

Creative and Strategy: J. Walter Thompson Sydney  
Executive Creative Director: Simon Langley
Associate Creative Director: Sinead Roarty
Senior Creative / Art Director: Alex Antoniou
Client Services Director: Ana Lynch
Senior Strategist: Heather Morrison
Social Media Strategist: Craig Mack
Account Manager: Ellie Sutton
Account Manager: Bronte Rohrig
Senior Producer: Amanda Slatyer
Senior Producer: Tracey-Lee Permall (Hogarth)

Microsite: Mirum Australia
Music Studio: Song Zu Sydney
Production Company: Collider                                  
Executive Producer: Sara Greco - Strangelove
Producers: Lucy Bidwell & Lucy Pilkington
DoP: Todd Banhaz.
Editor: Lorin Askill
Post Production - Hogarth  

Client: Berlei   
Division Manager: Holli Michelle
Marketing Manager: Andrea Michelle
Brand Manager: Chontelle Clark

Media: OMD Melbourne
Business Director:  Kylie Pascoe
Account Director: Camilla Wallace
Account Manager: Jasmine Poole

Public Relations - MINT
Client Services Director: Miranda Bryce

(This article first appeared on CampaignAsia.com)