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By Amy Houston | Senior Reporter

June 30, 2023 | 3 min read

The film hopes to rouse the country and bring the nation together again.

In a new 60-second spot titled ’The Pride Has Arrived’, ITV viewers will see lionesses prowl through city streets as people going about their daily lives gradually pause to take notice. It brings to life the idea that the England team, nicknamed the Lionesses, are about to make the whole country sit up and take notice as the 2023 Fifa Women’s World Cup approaches.

The ad features computer generated as well as real lionesses, the latter filmed against a green screen on location in South Africa.

Jane Stiller, chief marketing officer at ITV, said: “We’re so happy to be able to put women’s football front and center this summer. When we launched ITVX last year, we did so to bring the freshest content to our viewers and broadcasting the Fifa Women’s World Cup 2023 does just that.

“ITV is always at the heart of popular culture. If it matters to the country, it matters to us. And we all fell in love with the Lionesses at the Euros two years ago. That’s why we wanted to create a campaign that rallies the country behind them again, with a little extra bite to go along with it.”

The spot, which was created by ITV’s in-house agency, will launch during Good Morning Britain today. To coincide with the campaign there will also be a two-week out-of-home activation comprising digital 6-sheets and some 48-sheets.

Creative team Joaquin & Bailey added: “We wanted to answer the brief by not making another ’Women’s World Cup ad’ but by just making a great World Cup ad. Football is a passion and the World Cup brings people together. That’s what it’s all about.”

Creative Creative Works ITV

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