Full Version of Serena Williams’ ‘I Touch Myself’ Released for Breast Cancer Awareness Month

As we reported about a week back when the teaser was released, now the full length of version of Serena Williams singing “I Touch Myself” has been launched for International Breast Cancer Awareness Month.

The campaign, which was developed J. Walter Thompson Sydney in partnership with Australian bra brand, Berlei and features Williams in a 90-second spot standing directly in front of the camera covering her bare chest with her hands as she sings a cover of The Divinyls’ hit I Touch Myself.

The song was originally sung by lead singer Chrissy Amphlett in 1990 – she died in 2013 at the age of 53 from breast cancer.


 

The wide-ranging campaign urging women to ‘touch themselves’ for breast health, was first launched by J. Walter Thompson in 2014.

Check out William’s sinking an inspired version of the now iconic song.

Williams uploaded the video on her Instagram, where she wrote:


 

“This Breast Cancer Awareness Month I’ve recorded a version of The Divinyls global hit ‘I Touch Myself’ to remind women to self-check regularly.

Yes, this put me out of my comfort zone, but I wanted to do it because it’s an issue that affects all women of all colors, all around the world. Early detection is key – it saves so many lives. I just hope this helps to remind women of that.

“The music video is part of the I Touch Myself Project which was created in honor of celebrated diva, Chrissy Amphlett, who passed away from breast cancer, and who gave us her hit song to remind women to put their health first.”

https://www.instagram.com/p/BoUJN25na2Y/?utm_source=ig_web_copy_link

Berlei Campaign

Australia-based Berlei, which specializes in women’s lingerie and in particular bras and girdles, has additionally released a limited-edition snakeskin print rock star inspired range, Named ‘The Chrissy’ after Chrissy Amphlett,

The limited-edition line includes a T-shirt bra which is lined with the words “I Touch Myself” to remind women to examine their breasts for early signs of breast cancer when they are getting dressed each day. Also available is Post-Surgery Bra, designed specifically for women who have undergone breast cancer surgery.

All profits from the campaign will be donated to Breast Cancer Network Australia (BCNA).

“We’ve been thrilled to bring together our long-term Berlei ambassador Serena Williams, and the I Touch Myself Project, uniting for a common purpose and to raise money for Breast Cancer Network Australia,” said Andrea Michelle, marketing manager at Berlei.

“Getting young women to pay attention to a breast cancer message isn’t easy,” added Simon Langley, executive creative director, J. Walter Thompson Sydney.

“But grabbing their attention with the things they love is. So we decided to start this important conversation by speaking to some of their greatest passions: music, sport, and celebrity. And Serena is no ordinary celebrity. She’s a strong, powerful ambassador who is not afraid to stand up and make herself heard on the issues close to her heart.”

Credits:

I Touch Myself Credits

Starring: Serena Williams
Director: Daniel Askill
Music Director: Charley Drayton
Chorus Harmony Vocal: Chrissy Amphlett
Music Producer/ Programmer /Mix engineer /Guitar/ Visual music arranger: Pat Thrall
Recording voice coach to Serena Williams: Koo Abuali
Original music track – I Touch Myself
Original Songwriters: Christina Amphlett, Tom Kelly,  Billy Steinberg, Mark McEntee

Creative and Strategy: J. Walter Thompson Sydney
Executive Creative Director: Simon Langley
Associate Creative Director: Sinead Roarty
Senior Creative / Art Director: Alex Antoniou
Client Services Director: Ana Lynch
Senior Strategist: Heather Morrison
Social Media Strategist: Craig Mack
Account Manager: Ellie Sutton
Account Manager: Bronte Rohrig
Senior Producer: Amanda Slatyer
Senior Producer: Tracey-Lee Permall (Hogarth)
Microsite: Mirum Australia

Music Studio: Song Zu Sydney
Production Company: Collider
Executive Producer: Sara Greco – Strangelove
Producers: Lucy Bidwell & Lucy Pilkington
DoP: Todd Banhaz.
Editor: Lorin Askill
Post Production – Hogarth

Client: Berlei
Division Manager: Holli Michelle
Marketing Manager: Andrea Michelle
Brand Manager: Chontelle Clark

Media: OMD Melbourne
Business Director: Kylie Pascoe
Account Director: Camilla Wallace
Account Manager: Jasmine Poole
Public Relations – MINT
Client Services Director: Miranda Bryce

 

 

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