Is This New Nike Advert Finally Going To Help Women Reclaim The Word ‘Crazy’?

It's voiced by Serena Williams and you need to see it ASAP...

Serena Williams in Nike outfit

by Georgia Aspinall |
Updated on

Reclaiming sexistinsults is never easy. We have seem some success with 'bitch', and even 'slut' but one word that is still continually used against women - 'crazy'.

Look it up in Oxford Dictionaries and you'll see that 'Stella went crazy and assaulted a visitor’, is the example given. And there are countless examples of high profile women, such as Hillary Clinton, being dismissed as 'crazy', 'mad'and 'raving'.

There's good news though. In their latest advert Nike are attempting to free the word 'crazy' of its sexist connotations. In their latest advertising campaign voiced by Serena Williams they use it to describe women in positive and, even, aspirational scenarios.

'If we show emotion, we’re called dramatic. If we want to play against men, we’re nuts. And if we dream of equal opportunity, delusional,' Williams says in the advert.

'When we stand for something, we’re unhinged. When we’re too good there’s something wrong with us. And if we get angry, we’re hysterical or irrational or just being crazy,' she continues, 'But, a woman running a marathon was crazy. A woman boxing was crazy. A woman dunking? Crazy. Coaching an NBA team? Crazy. A woman competing in a hijab, changing her sport, landing a double-cork 1080 or winning 23 grand slams, having a baby and then coming back for more? Crazy, crazy, crazy, crazy and crazy. So if they want to call you crazy? Fine. Show them what crazy can do.'

With near three million likes and over 13 million views, the advert has been extremely well-received by viewers. Honestly, whether you eye 'woke' advertising campaigns with caution or not, it's impossible not to be moved by the video.

Yes, we should be skeptical about companies that use social justice movements to sell us stuff. Ultimately, they're trying to foster loyalty to their brand in an age where consumers are most likely to shop around by engaging with what they believe are their core consumers values. However, in this instance, the message they're spreading proves very valuable despite their obvious capitalist motives that realistically, work against women in particular.

'Crazy' is a loaded term. Sadly, in our day to day language, women aren't usually called 'crazy' for attempting world records in sports that are male-dominated. No, they're dismissed as crazy in by partners - family members and, even, friends - when they say and do things that people don't like from calling out emotional abuse and protesting sexual harassment to standing up to the everyday sexism. Women are gaslit on a daily basis by use of the word 'crazy' for healthy responses to negative experiences.

Click through to find all of the inspirational Instagram accounts you should be following...

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Inspirational Instagram Accounts You Should Follow

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Women In Comics

Illustrating inspirational images and depicting women in comic form, this account will brighten up your timeline with some home truths in the form of pretty pictures.

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Adwoa Aboah

This insanely beautiful model founded GURLS TALK, an online community where women from all backgrounds can share their personal experiences in a safe space.

Alicia Garza3 of 24

Alicia Garza

Alicia is an editor and activist who co-created #BlackLivesMatter. Her feed is a mixture of relatable memes, unfiltered selfies and educational posts to keep you woke.

Amandla Stenberg4 of 24

Amandla Stenberg

You might recognise this actor from The Hunger Games, when she played the character only character we cried endless tears for, Rue. Now, while still acting, she's a full-fledged activist posting about everything gender, feminism and black culture.

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MuslimGirl/Amani

Amani created the fast-growing activism account @MuslimGirl, another one you should definitely follow. She has spoken across the world about Muslim women and posts everything from badass selfies to stats you need to know.

Amber Amour6 of 24

Amber Amour

Amber created @CreatingConsentCulture which aims to educate people on rape culture and support rape and sexual assault survivors. She's also outspoken about racism and sex work, her feed will be endless many dinner party talking points.

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Amber Rose

You may only know Amber Rose as Kanye's ex, but think again. Amber is a sex positivity icon, with her own pocast 'Loveline with Amber Rose' up until 2018 that aimed to promote healthy sexual relationships and self-love. If you can get past the fact she advertised flat tummy tea once (fgs Amber), you'll love her feminism-filled feed.

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Beverly Bond

Author of 'Black Girls Rock', Beverly's posts will have you both inspired and enraged, filled with commentary on everyday injustices.

Bree Newsome9 of 24

Bree Newsome

You may recognise Bree as the activist who took down the confederate flag from a flagpole outside the South Carolina Capitol building. She's continuing her activism with inspiring art you need to see.

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Cameron Russell

An american model who called out the fashion industry for sexual harassment and assault, she started the #MyJobShouldNotIncludeAbuse hashtag. Her instagram is full of inspiring stories and educational videos exposing different injustices within her industry and beyond.

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Iskra Lawrence

If your not already following Iskra, your living under an Instagram rock. The body positive model started her own business, everyBODY with Iskra, to give health and fitness advice beyond just getting super skinny. You need her body posi vibes in your life.

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Jessamyn

Another super body positive account to follow, Jessamyn is a yoga teacher regularly posting about the emotional and physical benefits of body positivity and practicing yoga.

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Joanna Thangiah

Shun your timeline of filtered selfies and over exposed holiday destinations. It's time for some feminist, mental health aware art! This account is amazing for cute cartoons that say everything we're already feeling.

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Judy Reyes

You'll probably remember Judy as Carla from Scrubs, or one of the other thousand TV show she's been in throughout her insanely successful career. Unlike most Hollywood actors, her Insta is full of activism and news you need to know.

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Logan Browning

Activist and actor, Logan Browning is the lead of Netflix hit Dear White People. Posting powerful content and links to charities you can donate to so you can turn your online activism into action- she's a force to be reckoned with.

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Makers Women

MAKERS is a storytelling platform for women, posting quotes to keep you inspired throughout the day. Stay up to date with gender injustice, while also feeling hopeful with the powerful words these amazing women have to say.

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Nimisha Bhanot

Another artist you need to follow, Nimisha creates amazing prints (which you can buy) critiquing societal perceptions of South Asian women. She's based in Canada, but these prints can brighten up your timeline anywhere.

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Muslim Girl

Muslim Girl, where 'muslim women talk back' is an account ran by Amani. Advocating for issues facing muslim women, both accounts are an inspiration and necessity on your feed.

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Project Consent

There's no time like the present to be educating people on consent. This account does exactly that, and gives you the perfect explanations, comebacks and reminders to throw out at a dinner party if the issue comes up.

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Rowan Blanchard

Gone are the days of Disney stars going off the rails, this actor and activist is a beacon of positivity- especially online. Fighting gender and race injustice and beyond, she's one to watch.

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Rupi Kaur

Rupi made headlines in 2015 when she posted pictures of her on Instagram with visible menstrual blood. Her posts were blocked by Instagram, causing backlash against the social media platform. She continues to break boundaries with her writing and poetry.

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Sophie King

This UK based embroidery artist is an up-and-coming star, embroidering feminist slogans onto everything from bras to roses. Bring her insta to life with her slogan t-shirts, or just stare at the pretty pictures, either way she's someone you should follow.

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The Vulva Gallery

Our favourite of all the accounts, the vulva gallery promotes self-love in an area SO often ignored. With two-thirds of women avoiding smear tests, life-saving procedures, because of the look of their vagina, it's time we stopped all of the self-loathing around genitals. Providing a regular reminder that all vaginas are beautiful, if you only follow one account of this list, it should be this one.

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Trash Is For Tossers

Lauren Singer lives an entirely waste-free life. Yes, you can actually do that. As #plasticfree takes over our news feed, it's time you had some daily advice on how exactly to reduce your waste. Save the planet!

Rebecca Humphries called out her ex-boyfriend, Seann Walsh, for it last year in a powerful breakup statement after he was caught cheating on her with his Strictly Come Dancing partner. 'He aggressively, and repeatedly, called me a psycho / nuts / mental,' her statement read at the time, 'As he has done countless times throughout our relationship when I've questioned his inappropriate, hurtful behaviour.’

She received near 100,000 likes and 18,000 responses to her post, with her point about gaslighting resonating with many women. Of course, the message of these sentiments is often to stop calling women words with such derogatory connotations and history's. But is that likely? Is it in fact more powerful to reclaim the word?

Watching the Nike advert, you would believe so in minutes. After all, if Serena Williams is telling us to 'show them what crazy can do', best believe we're doing it without question.

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