In the run up to next month’s FIFA Women’s World Cup in Australia and New Zealand, ITV has unveiled its creative campaign to promote the tournament across its platforms.
Led by a 60-second hero film that sees real-life lionesses wreaking havoc across England, the creative will look to place the tournament firmly at the front of people’s minds and galvanise support for the Women’s team.
The campaign playfully draws parallels between England’s ‘Lionesses’ and live-action ones shot on location in South Africa before being edited in to the advert.
Devised by the broadcaster’s in-house creative team, the campaign’s strapline ‘The Pride Has Arrived’ grows anticipation and excitement in the build up to the event, which will see the defending European stars fight for their first World Cup championship.
“We’re so happy to be able to put women’s football front and centre this summer – when we launched ITVX last year we did so to bring the freshest content to our viewers, and broadcasting the FIFA Women’s World Cup 2023 does just that,” ITV chief marketing officer Jane Stiller said.
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“ITV is always at the heart of popular culture. If it matters to the country, it matters to us. And we all fell in love with the Lionesses at the Euros two years ago. That’s why we wanted to create a campaign that rallies the country behind them again, with a little extra bite to go along with it.”
Premiering on Good Morning Britain this morning, the campaign will run across ITV’s channels, its on-demand service ITVX and owned social media platforms.
A two-week out-of-home activation will also be launched between 10-23 July in order to generate additional awareness and interest in the event.
ITV Creative team Joaquin & Bailey added: “We wanted to answer the brief to not make another ‘Women’s World Cup ad’ and to just make a great World Cup ad. Football is a passion and the World Cup brings people together. That’s what it’s all about.”
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I have been waiting for the launch of this advert. Sadly, this is massively disappointing. It’s so uninspiring…where’s the excitement? What was the brief?? The advert does not make sense to me. People are doing daily mundane things, they notice a lioness and then they continue with their daily mundane task…..no player involvement, no football, no inspiring music…..what’s the message??? After the euro’s and the development of the game, I think the girls and the nation deserve something better than this. I really hope this isn’t a taste of the minimal effort and thought that will go into the coverage. What a shame…and a wasted opportunity to properly promote and add to the excitement for the biggest event in football. Note to creative team – watch the US promo video for an example of how to do things properly.
The Women’s World Cup is not in South Africa. It’s in Australia and New Zealand!