Amazon is kicking off a Europe-wide brand campaign featuring real players to showcase women’s football, in an effort to spotlight passion, camaraderie and tenacity.
The spot is Amazon’s first above-the-line brand campaign supporting its first pan-European sponsorship of UEFA women’s football and focuses on launch of the retailer’s ‘Women’s Football Store’, which features products including shin guards, training vests and cold tape.
Created by BAFTA-nominated director Molly Manning Walker and juxtaposed against the 1950s soundtrack ‘Sweet Old Fashioned Girl’ by Teresa Brewer, ‘The Grit’ features a cinematic series of sharp, energetic cuts, from kicks to tackles.
The advert will be live from 11 March and will have primetime spots including 6 Nations, England vs France on ITV on 16 March and will run in the UK and further afield until the end of May across broadcast TV, VOD, cinema, online video and social channels and DOOH, Amazon.
In addition, it will be supported by a 60-second spot during the FA quarter final on 16 March.
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“We’re extremely proud to be an Official partner of UEFA Women’s Football, and we are committed to using our scale to drive even more momentum for the women’s game. However, we recognise that it is players who make the game what it is, and we want to celebrate that,” said Amazon EU head of brand Laura Downey.
“With the launch of our pan-European brand campaign and our all-new Women’s Football Store we’re dedicated to helping continue to support our customers to access whatever they might need, knowing that they’re shopping a quality selection and it’ll arrive fast, in time for their next match.”
Adam&eve DDB CCO Rick Brim said: “This is our first campaign working with Amazon and we couldn’t be happier with the result –a campaign which shows women’s football in all its confident grit and glory, supported by an incredible range of Amazon products from shin pads to ice baths.”
“It was a pleasure and a privilege working with the entire team, and we look forward to seeing the sponsorship evolve.”
Director Molly Manning Walker said: “Women’s football means a huge amount to me – I’ve played my whole life and am madly passionate about it. To have the opportunity to translate that passion as a film-maker and to transfer that authenticity to the screen was crucial to me and vital for our footballing community.”
