Following on from the Lionesses’ heroic run to the World Cup final on Sunday – the first England side to do so since the halcyon summer of 1966 – a host of brands and advertisers have been more than keen to show the nation’s pride for the team, despite its narrow defeat to Spain.
Having now reached two major finals in consecutive years after winning last summer’s European Championships on home soil, the Lionesses have emerged as a powerhouse of international women’s football over the past two years.
The Lionesses’ recent success will hopefully prove pivotal in inspiring the next generation of female sporting superstars; let us not forget after all, that the FA initially banned the professional women’s game in 1921, refusing to become involved in any capacity until as late as 1993.
It is in this context that the England women’s achievements should be lionised (if you’ll pardon the pun) and viewed through the complicated prism of female repression which has no doubt held the game back by decades.
EE – Our Pride Does Not End Here
EE’s touching out-of-home work celebrates that cultural victory, visually illustrating how the Lionesses’ rise to the top of the global game will help inspire the next generation of women and girls, and cement the mainstream social impact of women’s sport on UK society.
Styled as traditional pre-match team photo, the line-up is initially formed of England’s World Cup stars before merging into a group of inspired young girls.
The campaign encourages people to sign to the telecom firm’s ‘Playmaker’ initiative, a free, online entry level football coaching course for grassroots volunteers aged 14 or over that requires no previous experience.
SPORTBible – The Pride of England
SPORTBible’s own out-of-home creative leads on a simpler theme, with a stripped-back, minimalist creative. The touching work sees a young girl dribbling a football off into the distance leaving behind the paw-print of a lioness.
The copy thanks the team for ‘inspiring a generation’.
Sure – Not Done Yet
Sure’s work features England women’s superstar Lauren James and recognises how it is vital to recognise and lionise today’s female sporting stars in order to inspire the next generation.
The ad forms part of the deodorant brand’s long-running creative platform Not Done Yet that celebrates triumph and perseverance in the face of adversity.
Breast Cancer Now – We Can Beat More Than Just Spain Today
Launched just before Sunday’s final, cancer research and support charity Breast Cancer Now unveiled a so-called ‘tactical’ ad to drive greater awareness of the symptoms of breast cancer, and to increase screening take-up.
Developed by creative agency BMB, the ads look to better acquaint women with any potential breast cancer symptoms through a nationwide print campaign that ran across the Sunday Telegraph, The Mail on Sunday and major stations in London.
Pepsi MAX – Our Pride Shines Bright
In a rather more lighthearted work, Pepsi MAX is celebrating the Lionesses’ record-breaking run to the final with an immense projection of England defender Millie Bright onto the White Cliffs of Dover to illustrate the nation’s pride of the team’s success.
As part of the campaign, the brand will be offering anyone who shares a first name with one of the 23 Lionesses free Pepsi MAX. A bespoke mural of Millie Bright will also be erected in her hometown of Sheffield, just outside Sheffield United’s Brammall Lane ground.
Burger King – Burger Queen
Rounding off the brand activity, US restaurant chain Burger King rebranded (rather inventively) to ‘Burger Queen’ in the UK on Sunday to celebrate the Lionesses’ achievement.
