R/GA and Tonal, the revolutionary home gym, released Tonal’s first-ever Super Bowl spot featuring 23x Grand Slam Champion Serena Williams. R/GA partnered with director Mollie Mills and an incredible roster of partners to create “Strength Made Me,” an intimate and cinematic testament to Serena’s unwavering commitment to embrace her strength, and to live out Tonal’s belief that we can all achieve when we feel our strongest, both physically and mentally.
Williams has encountered physical, mental and emotional challenges, on and off the court, and continues to triumph, persevere, and inspire women everywhere to embrace their strength. This made the tennis star a perfect fit to epitomize Tonal’s core belief – that strength resides in everyone.
The Super Bowl rollout included another version of the spot featuring Williams, Olympic Swimmer Simone Manuel, Paralympic Snowboarder Brenna Huckaby and USWNT Soccer Player Lindsey Horan.