Thursday, July 7, 2016

Audemars Piguet Cheers on Serena Williams' Quest for Victory

Serena Williams continues her grass-court campaign in South West London this morning to defend the crown she won last year. 

A seventh victory there would represent her highest number of wins for a specific grand slam tournament as she counts three wins on the red clay of Paris, and six on each of the hard courts of Melbourne and New York. It would therefore become her 22nd title, which would allow her to equal the record held by Steffi Graff.

Audemars Piguet’s brand philosophy “To break the rules, you must first master them” perfectly embodies Serena’s quest and her unrelenting drive and passion during her impressive career. The brand now celebrates this spirit and shows its support in a new campaign launched on social media worldwide.

For the campaign, Audemars Piguet took inspiration from a verse in Rudyard Kipling’s “If” poem that’s written on the wall of the Center Court players’ entrance: “If you can meet with Triumph and Disaster and treat those two impostors just the same.” The campaign, which consists of a short film and a series of still images, features Serena in a stunning black and white setting while reciting the famous poem with a slight twist at the end.

“If you can make one heap of all your winnings
And risk it on one turn of pitch-and-toss,
And lose, and start again at your beginnings
And never breathe a word about your loss;
If you can force your heart and nerve and sinew
To serve your turn long after they are gone,
And so hold on when there is nothing in you
Except the Will which says to them: “Hold on!”

If you can talk with crowds and keep your virtue,
Or walk with Kings—nor lose the common touch,
If neither foes nor loving friends can hurt you,
If all men count with you, but none too much;
If you can fill the unforgiving minute
With sixty seconds’ worth of distance run,
Yours is the Earth and everything that’s in it,
And—which is more—you’ll be a Woman, Sister.”

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