The creators of this advert for the French football team have really hit the back of the net
The FIFA Women’s World Cup kicks off on the 20th of July with co-hosts New Zealand facing Norway at 08:00.
The Antipodean schedule is likely to affect the viewing figures in the Northern Hemisphere, but while France may or may not make it to the final, their advert – produced by the Marcel Agency for communications giant Orange – must surely raise fans’ determination to see the action.
The reveal that it’s not Antoine Griezmann, but Sakina Karchaoui – not Kylian Mbappe, but Estelle Cascarino, is the perfect twist.
The ad completely smashes the rhetoric of the women’s game being less exciting and skillful than the men’s – as anyone who watches the game can confirm.
When it hit Twitter, minds were blown.
No spoilers, but this is the cleverest football advert I've ever seen. pic.twitter.com/9dNmSc5yQM
— Daniel Storey (@danielstorey85) July 15, 2023
Oh my god i am begging you all yo watch this ad for the french national football team till the end it is genius pic.twitter.com/1cngknD62D
— Lypse 🤍 Anneliese (@KingLypse) July 15, 2023
Wildly impressive French Football ad done for Les Bleues ahead of the World Cup. Helps if you speak French. But not required. 🇫🇷🔵🙌pic.twitter.com/DWyBHYmY4j
— Men in Blazers (@MenInBlazers) July 10, 2023
This is a spectacular campaign by French national team sponsors @orange ahead of the Women’s World Cuppic.twitter.com/UDOlEgvu93
— Lizzy Becherano (@lizzy_becherano) July 8, 2023
Fuck yeah. I find it overwhelmingly exciting when an advert is brilliant. I felt emotional at the final grammatical flourish https://t.co/dg3yw25eRy
— richard bacon (@richardpbacon) July 15, 2023
fuck yeah pic.twitter.com/pxlN5Zy0CR
— ugh (@838_carlisle) July 6, 2023
This advert is INSANE. So clever & just brilliant pic.twitter.com/K5QCtE0exv
— Betty Glover (@BettyGlover_) July 16, 2023
Fantastique https://t.co/Tx1PGc2AsV
— J (@philocoten) July 14, 2023
Sports photographer Bri Lewerke had this to say about it –
One of the most brilliant ads & ways to promote women’s sports I’ve ever seen.
Even if you don’t like soccer, stay till the end.
They did an incredible job revealing biases that exist around men & women athletes. pic.twitter.com/KL4rjBJB74
— Bri Lewerke (@brilewerke) July 15, 2023
We can’t disagree.
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Daniel Craig dancing and Taika Waititi – what more does an advert need?
Source Marcel Image Screengrab
