more limited edition: serena helps launch laptops and clothing lines in india

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While in Bangalore, Serena Williams did her part as a spokesperson for HP to launch a line of limited edition notebooks with three designs. The “Verve” imprint will be on the dv2600 Pavilion, “Thrive” will be on the dv6800 Pavilion, and the “Asian Odyssey” (pictured above) will be the imprint on the dv2800. “Asian Odyssey” was the winner of the ‘Take Action. Make Art’ competition hosted by MTV and HP. It also reminds me a little of Bud Collinslaptop.

And based on the three imprints, Indian fashion duo Shantanu & Nikhil have created an exclusive collection for Serena to be unveiled in the fall/winter 2008 Willis India Lifestyle Fashion Week (March 12-16).

Flashback: See what Shantanu & Nikhil did for spring/summer 2008.

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(src; photos via Getty Images)

in print and online, serena steps up

While CNBC’s Darren Rovell has spent a lot of energy covering the many marketing moves of Ana Ivanovic (and what a great job he’s done), I feel like the recent developments in Serena‘s world deserve mention…

Back on the web: First, after being MIA at least since the beginning of 2007, her official website is back up and running. I’m not in love with that cursive font she uses in her note to fans, but hey it’s a start. Not sure what’s going to happen with her blog. (It’s been cited in a few media outlets — who I can only assume fact-check — so we’ll go with it.)

HP’s “Hands”: Serena is also the latest star of HP’s ads which have previously featured Shaun White and Vera Wang. The TV ad focuses on her passions, “including tennis, fashion, movies, video games, animation, and music.” They’ll run on USA and ESPN (and online at SI.com).

The ad also plays when users visit the “Serena Web Experience” — a mash-up of vlogs (from friends and family), downloadable ringtones (her grunts!!), and clips of her Jackass moment with Wee Man — involving a pineapple, of all things.

FYI: The ads were created by Omnicom Group‘s Goodby, Silverstein & Partners, San Francisco.

How does Serena choose endorsements?:

I don’t take every offer that comes along — I get a lot of them. I think sometimes my agent (Jill Smoller) gets mad at me! Not really; she understands, but she does kid me about it: “Are you going to turn down everything?” I don’t want to attach my name, like some athletes or celebrities or whatever, to just anything. It has to fit my values, my personality. … And my partners are always involved in philanthropic things. They’re companies that give back, and that goes well with me. It’s not really about the money. … [The brand of] Serena Williams is not for the now; it’s for a lifetime. (via Ad Age)

Boobs, schmoobs: And Serena takes part in a series of ads by Nike Women which comment on the place of women in sports. Manhattan got a billboard from the campaign in time for the U.S. Open. It’s a picture of Serena Williams wearing a blue shirt printed with the word “ATHLETE”. The accompanying text asks, “Are you looking at my titles?” Titles, titties — get it?

AdRants wonders why Nike would stoop to the level of objectifying women if the point is to move away from that. (But female fans drool over male athletes all the time, so I guess it’s okay…)

FYI: As a part of the campaign, Nike founded the Let Me Play Fund with $425,000 in cash and equipment. The fund will benefit women’s sports orgs.

(via DTL)