Serena Williams takes her temper out in Tampax ads
Filed under: Company News, People, Media
When Serena Williams unleashed her fury at a line judge at the U.S. Open earlier this month, her outburst became fodder for newspapers and magazines around the world. Now, her temper is about to be on display again for a Tampax print advertisement that features the tennis star trying to whack a ball into a woman dressed as Mother Nature. Awkward timing on the part of Tampax? Or does the brand, which is owned by consumer-goods giant Procter & Gamble (PG), have a reason for running the ads after Williams unleashed on the court?
Perhaps a little bit of both. Tampax's ad campaign was well in the works before Williams threatened to shove a ball down the line judge's throat. The print campaign, which will run in magazines including People and Teen Vogue in October, required a significant lead time in order to make it into next month's issues, says David Bernens, a spokesman for the brand.
After the outburst, executives at the company "reassessed" the campaign in light of Williams' outburst and decided to go ahead with the ads anyway, says Bernens. "We made sure Serena was aware we were going to move forward, but there was never any discussion between us about it," he says.
Using humor may be the key to successfully turning around a negative celebrity incident, says Darin David, an account director for sports-marketing agency Millsport in Dallas. "There have been other instances when people have been able to play that off and make light of themselves," he says, pointing to Willie Nelson's campaign for H&R Block after his highly-publicized tax problems.
Yet there is a line between forgivable and endorsement-losing. Remember Michael Phelps' pot-smoking imbroglio earlier this year? That caused him to lose a renewal of his endorsement deal with Kellogg's, although the swimming champ did recently manage to re-sign with Speedo.
It might boil down to people forgetting the U.S. Open incident. "Everybody blows their top now and then, and people will leave it to that," says David. "She lost her head for a moment and she's still a great athlete."



























Reader Comments (Page 1 of 25)
9-23-2009 @ 4:05PM
Angelia Thacker said...
Serena's lack of control when she was angry and losing is nothing more than bad sportsmanship. I'd rather see someone who has it together and under control like her opponent; this is the type of add that I would like to see.
I've used tampax products for about 30+ years and only felt discouraged when the product leaked or when I got to the point in my life when I had to use a tampax and a pad.
I do not approve of Serena's behavior and I'm sure the linesman was in fear when Serena came at her. I would have been, are you aware of the size of that woman?
Reply
9-25-2009 @ 9:53AM
carl said...
fedderer cuss at the linesman and was fined only $1400 and no one made a fuss about it, so why is everybody all over Serena ? some wants her banned. she was fined more than $15,000 with more punishment pending. Seems sexist and racist to me
9-24-2009 @ 6:45AM
Aija said...
I assume you are a size 0? Contrary to popular beliefs, most African American women have hips and azz. I would flaut my curves too. The world stopped when she wore that catsuit. Excuse me; most men did; not sure about women.
Serena's record speaks for itself. Again, poor Arthur Ashe; the tennis world wants to stay white and blonde. Idiots.
9-25-2009 @ 12:16AM
TennisFan said...
Serena has a reputation (as does her sister Venus) of not challenging bad calls. Often, they have been too meek. I think the fact that there were so many bad calls in one match was extremely irritating. I'm sure Serena wishes the whole thing did not happen. I'm also sure that the officials will try to do a better job at finding line judges who can correctly call foot faults. The videos clearly showed that the calls were bad. As to whether Serena was losing, we will never know. I have seen her come from behind and win when it looked like all was lost.
To those who take this opportunity to bash Serena and call her some unflattering names, I simply say, "Watch your temper. Your righteous indignation thinly veils your ignorance. You are losing your tempers right here for the world to see. If you were without guilt, then you could cast aspersion. Forgive Serena AND forgive the line judge. At least Serena had the decency to apologize. The tournament officials also owe Serena an apology for putting up a line judge who clearly does not know or maliciously makes incorrect calls.
9-24-2009 @ 8:23AM
maximum joe said...
That's a woman? Gender testing is in order!
9-24-2009 @ 8:54AM
william said...
shut the hell up!
9-24-2009 @ 9:22PM
Lala said...
Oh please, that lines woman was an ass! I love Serena!
9-24-2009 @ 9:26AM
mr.doright said...
whatever a black person does is always critisized
9-24-2009 @ 9:46AM
Tom Genin said...
First, excusing the fact that Serena is overweight for Tennis by noting "black" proportions of hips &..., note that Venus Williams somehow managed to stay in Tennis shape.
Second, Serena moves very quick for being overweight, and she clearly has some muscle, but her disregard for being in good shape (in which she would be quicker) is one of the reasons she is disliked.
Summation, Serena could have been the greatest female player of all time, but squandered talent by not working out, pursuing side businesses, and then when she loses, gives her opponent Zero credit (for things like staying in shape) and keeps making excuses. She's an overweight, sore loser, who's arrogance on the court is exposed via her tirades on others.
9-24-2009 @ 10:57AM
Sick and Tired said...
Get over it. John McEnroe was made famous for his tirades against linesmen and judges and you probaly sat back and thought it was funny. McEnroe also made millions from commercials taunting officials. This is an example of the double standards still pervasive in Americans. We still have a long way to go. And that thing about tampax leaks, way too much information.
9-24-2009 @ 10:49AM
Glen Jackson said...
I think it's a matter of having a little class. Class acts are hard to find in sport figures. All that showboating is getting ridiculous and sending the wrong message to our youth. Emmit Smith,Earl Campbell are examples of sportsmen with class. They didn't act foolish after making a touchdown. It's their job to score, but it is also my job to run a refinery and it would be like me jumping up and down like a fool every time I made a move on the control board. How ridiculous would that look, I'd probably lose my job. Try to keep a little class in sports 'cause even the best fall once in awhile.
9-24-2009 @ 10:54AM
dave said...
serena's true self has come out; her anger; her lack of class; her lack of self control - all are indications of who she really is. she may be a good tennis player and a top athlete, but she is who she is, and that's that!! Get used to it! But truth be told, I and I'm sure many others would not miss her if she never played in a professional tennis match again!! BYE BYE
9-24-2009 @ 11:07AM
Leroy said...
Serena is just another ghetto figure that doesn't belong in a civilized world.
9-24-2009 @ 11:31AM
Quita said...
R u serious. Tennis is her life and they messed with her income for a false call. If someone deducted your pay from your job wrongfully you would be UNSPORTSMANLIKE regardless of your size.
9-25-2009 @ 2:56PM
bonia said...
What does her size have to do with anything...I'm sure you are WHITE and the fact that she is BLACK made a huge difference....I'm so sick of WHITE people measuring up black people like we are animals, when in fact WHITE are the true BEAST!!!! White people do flip out and its all good, but when a black person flip, OH MY GOD! do you see how he/she acted...When its all said and done, the truth is going to come out about WHITE PEOPLE and their true behavior
9-24-2009 @ 3:24PM
Lee said...
Why is it when white folks do it it, it's excusable, funny or even them just having a bad day, but when black folk do it, it's OMG! White tennis players have been doing even more reprehensible things on a repeated basis for decades and it's never been discussed to this degree. This is a first for her and immediately the media is all over it. It simply shows you that white needs to be right, and I'm not talking about the smart, intelligent white people who read (hint - hint), I speak of the ignorant, foolishly blind, misguided ones and that includes black or any other race that would swallow garbage such as this. Young lady you should do your history before you jump on some elses band wagon. You may be surprised where it's taking you. We have to forgive people like you, it's obvious that you don't know any better. Oh, and by the way, she has an amazing body!
9-24-2009 @ 12:13PM
Cindi said...
Considering the fact that Serena is 5'9" tall, she would be deemed "large" by a lot pf people...her weight has nothing to do with that fact...and her sister, Venus, is 6'1"...
9-24-2009 @ 12:26PM
Alicia said...
Oh please! I'm so sick and tired of people acting as if she's not supposed to be human. Yes, she lost her cool. You're so sure that the lineswoman was in fear of her life. Come on. Why? Serena never came close to her. If she'd been in her face when she said that, then yes, she should've been afraid. She wasn't even within 10 feet of her when she made her outburst.
9-24-2009 @ 2:00PM
mike said...
and your point?
9-24-2009 @ 9:17PM
sieben13 said...
Please give us a break with your one sided comments,many of us that lived doing the McEnroe era understand EXACTY where your comming from