Procter & Gamble features tennis’ Serena Williams in lighthearted Tampax campaign

Tennis’ Serena Williams headlines Tampax ads

CINCINNATI — The Procter & Gamble Co. is featuring tennis star Serena Williams in a lighthearted ad campaign for its Tampax brand that begins just weeks after her U.S. Open outburst.

The Cincinnati-based consumer-products maker announced Monday that Williams will take on Tampax’s “Mother Nature” character in print advertising in October. P&G officials say Williams represents the energy, independence and strength of women they want to celebrate.

The new campaign was in the works before Williams’ tirade this month against a lineswoman at the U.S. Open, which brought a $10,000 fine for unsportsmanlike conduct. A P&G spokesman says Williams has apologized for it.

She has highlighted a number of other campaigns, including for Nike and Gatorade.