The eyes of a young black girl watching Serena Williams on TV

Love Means Everything


TBWA\Chiat\Day Los Angeles


TBWA\Chiat\Day LA pays a tribute to Serena Williams, Gatorade’s long-time partner, that focuses on her legacy of self-love. 

The Challenge

A once-in-a-lifetime talent, Serena Williams would soon be evolving away from the game that she had forever changed. As one of Gatorade’s longest-standing athlete partners, the brand wanted to celebrate Serena and pay homage to her impact on and off the court in an iconic way befitting of the G.O.A.T.  

The Solution

What made Serena’s legacy different is that it began with the power of love. In tennis, “love” means zero—nothing. But for Serena, love was everything. Her self-belief has been an inspiration to everyone, but especially young women of color. “Love Means Everything” was a tribute to the worldwide movement Serena sparked—and a recognition that you can do anything if you have self-love.

The Results

Earned Media Placements in One Day
Earned Media Impressions

The film premiered during MTV’s Video Music Awards, helping Gatorade break through the news cycle, being one of the first brands to pay Serena tribute ahead of her final U.S. Open. It created such a buzz that, within the first five days of launching, the campaign received 684 earned media placements and 20B earned media impressions. Outlets such as the TODAY Show, Good Morning America, PEOPLE, Variety, Billboard and E! covered the film, stretching the brand’s reach into verticals outside of sports.  Prominent influencers from the worlds of sports, entertainment and equity & inclusion shared the film, bringing our message deeper into these communities. 

We’re most proud that Serena appreciated and shared the film on her own social channels. 

This tribute to Serena’s legacy placed Gatorade in the center of cultural conversations, and most of all, ignited a powerful reminder to truly believe in and love who you are.

“This was the perfect ad, served up at the perfect time. Game, set, match.” – Jeff Beer, Fast Company


Water Drinks Gatorade

Two side-by-side photos of boys drinking. One is drinking water and the other is drinking gatorade