The Women’s World Cup advert premiered during halftime of the men’s FA Cup final in May, to roughly 11 million people. It then ran across TV with primetime BBC One and Two slots as well as radio and online for six weeks, reaching almost 70% of the UK population.
The World Cup ad was our opportunity to not only steer but also own the conversation around this pivotal moment in culture and to bridge the gap between the men and women’s game by showing the women as equals, on and off the pitch. We knew that if we succeeded in that, everyone would win.
Our ad, Directed by Park Pictures’ Georgia Hudson, features some of the world’s most famous footballers being unapologetically themselves, in a series of powerful moving portraits that focus on their skills, athleticism and personalities.