A new generation of female footballers such as Alessia Russo, Lina Oberdorf and Mary Fowler are the main characters in adidas’ advert for the Women’s Football World Cup, alongside longtime stars such as David Beckham, Leon Goretzka, Ian Wright, Lionel Messi and testimonial actress Jenna Ortega. The spot was produced by Tiwa Neboko, directed by Lou Escobar for CDP Canada.
The film ‘Play Until They Can’t Look Away’ aims to showcase the talent, skill and passion of girls on a global platform, with brand endorsers leading the way.
While some are already on their way Down Under, others such as the Beckhams and Ian Wright and his granddaughter Rafaella Wright-Phillips have been stuck on their doorstep at a convenience store stuck in the Rousseau development. Finally Goretzka and Oberdorf intercept the ball and proceed to score. In its quick editing, the campaign is filled with references to memorable moments in football history such as shirt numbers, balls and more.
“We can’t deny that, even though all World Cups are special, this summer’s tournament truly marks a turning point for women’s football – comments Sina Neubrandt, global communications director at adidas –. We are seeing record ticket sales, growing TV audiences, more active fans and more emerging icons. Can push towards new possibilities.
The campaign joins a number of activities and launches by the brand: among these, the Kit Bag, a personalized 1:1 fitting service for bras offered to all federations, and innovative solutions, including engineering technology and materials for the perfect fit and superior support, and FlowShield technology, designed to prevent leakage in the event of a period. Adidas has also supported the FIFA Women’s World Cup since 1995.