Mother-to-be Serena shoots for Intel

Tech giant Intel has scored a “Serena Slam” of its own. The company on April 30 will introduce a TV spot featuring tennis star Serena Williams, winner of 23 Grand Slam singles titles, reports This makes her the fourth top athlete to appear in the company’s humorous ads, joining Olympian Michael Phelps, the New England Patriots’ Tom Brady and the Cleveland Cavaliers’ LeBron James.

“I’m a big tech person and I’m into high-tech things,” Serena said just after shooting the spot, for Intel’s seventh-generation core processors. “I feel like [Intel] wants to align themselves with high-performance athletes and actors,” she said. “I have to give a high performance when I’m working. It’s a great analogy to compare our careers to each other.”

The campaign’s theme is high-tech equals high performance. McGarryBowen and Agency Inside, Intel’s internal agency, worked on the creative for the ad campaign.

The ad shows the tennis champion struggling with a wooden tennis racket while playing against modern women with the latest models. Williams said there’s more to it than just the racket: “We can look up different stats, how we’re playing shots, higher tendencies. None of this was around in the ’90s. It would’ve been unfair if I’d had this advantage back then, but it would be unfair if we didn’t have this advantage now.”

Phelps shot a similar spot for Intel on the importance of technology to achieve your best performance. Actor Jim Parsons (“Sheldon” from TV’s “Big Bang Theory”) is a fixture in the campaign, which uses humor to show athletes put in difficult situations by dated equipment. In Williams’ spot, he helps her upgrade to a modern racket.

It’s all part of Intel’s push into sports tech and its ad campaign to support new technologies and the company’s legacy business as the world’s biggest computer chipmaker