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Grassroots Footballers Bring Grit to the Beautiful Game in Amazon Campaign

11/03/2024
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Rogue Films' Molly Manning Walker directs the adam&eveDDB film for Amazon's partnership with UEFA Women鈥檚 Football

Amazon has kicked off a European-wide brand campaign where real players take centre stage, showing their passion, tenacity and camaraderie. The multi-channel campaign is rooted in the insight that playing women鈥檚 football unleashes confidence and self-assurance, on and off the pitch, and the first spot, 鈥楾he Grit鈥, encapsulates that it is the women and girls of today bringing the 鈥榞rit鈥 to the beautiful game鈥 with Amazon playing a supporting role by bringing a wide selection of quality products that they need to play, train, recover and celebrate

Rooted in action and grit, the advert is juxtaposed against the 1950鈥檚 track 鈥楽weet Old Fashioned Girl鈥 by Teresa Brewer, and features a cinematic series of sharp, energetic cuts, from free kicks to tackles, and exasperation to celebration. From the pitch, to the halls, to the locker room, players take centre stage, with Amazon鈥檚 broad quality selection, from shin guards to training vests, tape to cold compresses, and even an ice bath, playing the humble supporting role.

鈥楾he Grit鈥 is Amazon鈥檚 first above the line brand campaign supporting its first ever major pan-European sports sponsorship, UEFA鈥檚 Women鈥檚 Football. It marks the first work between Amazon and adam&eveDDB and is also the commercial advert debut from BAFTA nominated director Molly Manning Walker. To ensure the authenticity of content for audiences, Amazon worked with experts in their field, with Molly, who is also co-founder of UK based football team Babe City FC, Andy Ansah, former professional player and sports-on-screen consultant, and This Fan Girl, a football creative consultancy agency, to show the breadth of the game across Europe, with a diverse casting of players across levels of skills.

鈥淎cross Europe, we have seen the huge surge in support for the women鈥檚 game, from record crowds to an upsurge in grassroot sign-ups. The excitement around the game is palpable, and we recognise the halo effect that this has on women and girls, helping unleash their confidence, on and off the pitch,鈥 said Jo Shoesmith, VP global CCO, Amazon. 鈥淥ur campaign aims to elevate the players, and emphasises talent over adversity, highlighting that while the items they pick are essential for powering the game play, it鈥檚 the player鈥檚 dedication and passion that make the game what it is.鈥

Lauren Heria, who featured in the brand campaign, said, 鈥淔ootball has impacted every area of my life and made me the confident person I am today. Being a leader in my business, knowing how to work in a team, and the social life I have 鈥 I credit all of that to what I鈥檝e learned on the pitch, so it鈥檚 really exciting to be part of Amazon鈥檚 campaign celebrating that spirit of the women鈥檚 game.鈥 

Director, Molly Manning Walker, said, 鈥淲omen鈥檚 football means a huge amount to me - I鈥檝e 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.鈥 

Rick Brim, chief creative officer, at adam&eveDDB said, 鈥淭his is our first campaign working with Amazon and we couldn鈥檛 be happier with the result 鈥 a campaign which shows women鈥檚 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.鈥

In the UK, the advert will be live nationwide from March 11th, and will have primetime spots including 6 Nations: England vs France on ITV on 16th March and will run nationwide across Austria, Belgium, France, Germany, Ireland, Italy, Netherlands, Spain and UK through the end of May across Broadcast TV, Video On Demand, Cinema, Online Video and Social channels, in addition to Digital Out of Home. Amazon will also unveil an extended 60-second edit during the FA Cup Quarter Final on March 16th.

The brand campaign comes as Amazon announces the launch of its all-new Women鈥檚 Football Store. From today, female football enthusiasts and players in Belgium, France, Germany/Austria, Italy, Netherlands, Spain/Portugal and UK can shop a wide selection of quality products needed to train, play and recover from leading sporting brands. The storefront features over a thousand quality products from shin guards to sports nutrition, training vests to trophies, and sports tape to cold compresses, with the selection curated by an all-women team, for women and girls. In addition, later this year, Amazon will become home to the first Official UEFA Women鈥檚 Champions League online store, including tournament merchandise. 

Laura Downey, EU head of brand, added, 鈥淲e鈥檙e extremely proud to be an Official Partner of UEFA Women鈥檚 Football, and we are committed to using our scale to drive even more momentum for the women鈥檚 game. However, we recognise that it is players who make the game what it is, and we want to celebrate that. With the launch of our pan-European brand campaign and our all-new Women鈥檚 Football Store we鈥檙e dedicated to helping continue to support our customers to access whatever they might need, knowing that they鈥檙e shopping a quality selection and that it鈥檒l arrive fast, in time for their next match.鈥

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