The Women’s World Cup ads
Laura Jordan Bambach talks to Campaign to give her Private View
A long time ago, in a nation far, far away, one young girl obsessed with football became a Crystal Palace fan for life because it sounded like Barbie’s bloody castle. She played in an all-boys league because there were no women’s teams. She changed kit with the blokes because that was the only option. Fast forward, and that same nation is co-hosting the Women’s World Cup and this huge fan is in football heaven, and very proud about how things have changed.
So reviewing the recent spate of ads for the beautiful game is more than a delight. With the footy on in the background, of course.
Although all big-tournament football ads tend to work to a formula; a few stand out for me, and a few fall somewhat flat.
Sponsorships can feel forced, but in the case of Google Pixel‘s choice to sponsor Lauren James, it has proved to be a perfect match. As she rapidly rises to superstardom, the connection between the top-flight game and grassroots, along with the diversity of the country, places Pixel at the heart of it all in a genuinely authentic manner. While this approach may not be entirely novel, it resonated with me as a fan, and I’m confident that it will do the same for others. The seamless integration of Google’s sponsorship feels natural, creating a bond that goes beyond mere marketing and adds value to the football community.
Nike “What the football” by Wieden & Kennedy Portland is the cream of the crop for me. It’s telling that it has invested proper money here in proper storytelling, talent and craft. It’s joyous, unexpected, proper funny and something that begs you to watch it again to catch the bits you missed last time. That’s respect and a great example of showing the brand’s equal commitment to the women’s game. I hope to see this same level of passion and dedication extended more broadly across Nike’s entire business, driving positive change and meaningful impact in various areas.
Campaign Against Living Miserably’s campaign “No signal for help should go unseen” by VMLY&R feels like a clever tactical piece, and the first time I’ve seen it talking specifically about girls’ mental health. Despite the ITV partnership, I thought CALM was predominantly a men’s mental health charity. So I’m pleased to see this conversation getting its time in the spotlight. Do I think it’s ground-breaking? No. Am I confused about why football is the first choice? Maybe. But there is a clear creative thought I’ve not seen before and a step in the right direction for raising awareness about mental health in young girls.
And now we get to what I think of as the Lionel Messi section.
Adidas “Play until they can’t look away” by TBWA\London has a lot going for it – the colour, the playfulness, and the energy are great. I am also 100% bigging up the number of female creatives on this work. It doesn’t go unnoticed. Unfortunately, I think the passing metaphor has been used a lot, so it doesn’t feel fresh. And as opposed to the Nike work that celebrated and educated people on the amazing global talent, I bet if you asked anyone who was in the ad, they’d only be able to name Messi and David Beckham. Yes they were used in playful ways, but when you’re trying to build a league that has sat in the shadows against the men’s teams for so long, they steal the show even when they’re in support.
Which is where Budweiser “Greatness is hers to take” by Wieden & Kennedy New York leaves me cold in comparison with the rest. Even the title made me feel a little patronised. Again, it’s great seeing some incredible female creatives on this. I think it was probably a tight brief around a mechanic that won big in Cannes because of the way Bud reacted quickly to Qatar’s banning of beer (and it obviously worked well). But it feels like it’s just part two of the same campaign. There’s no one but Messi until 15 seconds in, and I feel like I’ve heard enough of his thoughts already.
Others haven’t yet grasped that when you start to lean on the reach of the men’s game that’s been built through years of women’s underfunding, lack of support and – I’m going to name it (thanks Barbie movie) – patriarchy and beliefs about what girls “should” do, you diminish the roles of the amazing stars of the women’s game even if you don’t mean to.
Laura Jordan Bambach is President and chief creative officer, Grey London and WACL member.
This article appeared in Campaign Magazine on August 2nd 2023, alongside comments from Josh Green too.
See more about the importance of positive representation of women and girls in ads on our RepresentMe initative
About the author
The Others & Me; Author of No More Menemies