Ad of the Day: Amazon celebrates grassroots players in Uefa Women’s football short
‘The Grit’ is the first commercial work from Bafta-nominated director Molly Manning Walker.
Launching its European-wide brand campaign, Amazon is spotlighting the passion and tenacity of real football players. The multi-channel campaign is rooted in the insight that playing women’s football unleashes confidence and self-assurance, on and off the pitch.
In the spot, viewers see 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, the players take center stage. Cleverly, the short is juxtaposed against the 1950s track Sweet Old Fashioned Girl by Teresa Brewer.
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The ad is the e-commerce giant’s debut above-the-line brand campaign supporting its first major pan-European sports sponsorship, Uefa’s Women’s Football.
“Across Europe, we have seen a huge surge in support for the women’s game, from record crowds to an upsurge in grassroots sign-ups. The excitement around the game is palpable, and we recognize the halo effect that this has on women and girls, helping unleash their confidence, on and off the pitch,” said Jo Shoesmith, vice-president and global chief creative officer at Amazon.
“Our campaign aims to elevate the players and emphasizes talent over adversity, highlighting that while the items they pick are essential for powering the gameplay, it’s the player’s dedication and passion that make the game what it is.”
The ad will be running from this week until the end of May across broadcast TV, video-on-demand, cinema, online video social channels, in addition and digital-out-of-home.
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Credits
Amazon
General manager: Ed Smith
EU head of brand: Laura Downey
Global chief creative officer: Jo Shoesmith
Executive creative director: Philip Griffiths
EU brand strategy lead: Alexa Caldecott
Senior campaign manager: Grant Goodwin
Creative program manager: Lindsey Cockle
Producer: Paul Lewis
Art director: Martin Tso
Senior art director: Matt Wood
Conceptual creative: Javed Jasani
Partnership lead: Laura McDonnell
Adam&EveDDB
Chief creative officer: Rick Brim
Creative directors: Matt Gay, Feargal Ballance
Creative: Mark Shanley
Social creative: Molly Johnstone
Joint head of integrated production: Sally Pritchett
Integrated agency producer: Rebecca Treloar and Hazel Corstens
Chief strategy officer: Martin Beverley
Head of planning: Will Grundy
Planning director: Stuart Williams
Chief experience officer: Simon Adamson
Executive chair: Tammy Einav
Chief executive officer: Miranda Hipwell
Business directors: Jo Lorimer, Adam Patel
Account director: Phoebe Swan
Account manager: Becky Kilner
Design director: Scott Silvey
Project director: Abi Ripley
PR: Femke Pusey, Shehneal Dhaliwal
Legal: Tom Campbell, Candice Macleod
TV Production
Director: Molly Manning Walker
DoP: Harry Wheeler
Production company: Rogue Films
Executive producer: Kate Taylor
Producer: Maddy Easton
Production manager: Natalie Isaac
Audio company: 750mph
Audio engineers: Sam Ashwell, Jake Ashwell
Audio producer: Olivia Ray & Carla Thomas
Editing company: The Assembly Rooms
Editor: Eve Ashwell
Assistant editor: Tamara Ishida
Edit producer: Phoebe Armstrong-Beaver
Colorist: Simone Grattarola (Time Based Arts)
Color executive producer: Dan Kreeger (Time Based Arts)
Post-production company: Untold Studios
Post chief creative officer: Neil Davies
VFX supervisor : Adam Grint
Post executive producers: Ian Berry & Tom Igglesden
Post producer: Jordan Malonga
VFX artists: Roman Sotola Liska, Felicia Petersen, Hollie Gilbert, Jess Kavasoglu, Emma Tyler, Yann Benedi, Ryan Rafferty Phelan, Pete Hughes
Design studio: King Henry
Designers: Scott Silvey, Martyn Goh, Karl Bewick, Dave Robinson
Music supervisors: Sunny Kapoor, Connie Edwards at Curation Music
Music track: Sweet Old Fashioned Girl by Teresa Brewer
Stills Production
Production company: Rogue Films
Executive producer: Kate Taylor
Producer: Maddy Easton
Editor: Tamara Ishida, The Assembly Rooms
Edit producer: Phoebe Armstrong-Beaver, The Assembly Rooms
Colorist: Simone Grattarola, Time Based Arts
Color executive producer: Dan Kreeger
Post-production company: Untold Studios
Post chief creative officer: Neil Davies
Post producer: Jordan Malonga
Retouching: Mark Henry (King Henry)
Design studio: King Henry
Design director: Scott Silvey
Designer: Martyn Goh
Senior creative artworker/deputy studio manager: Dave Callow (King Henry)
Social Production
Director: Jacques Snow
Production company: Monkey Films
Executive producer: Phillip Killingbeck
Producer: Ruan Nel
Audio company: 750mph
Audio engineer: Lucas Trigg
Audio producers: Olivia Ray, Carla Thomas
Editor: Tamara Ishida, The Assembly Rooms
Edit producer: Phoebe Armstrong-Beaver, The Assembly Rooms
Post-production company: Cain&AbelDDB
Technical motion lead: Sam Kim
Head of editing: James Ireland
Post producer: Kiera Brogan
Graphics: King Henry
Designers: Martyn Goh, Karl Bewick
Music track: Platonic Bounce
Music supervision: Twenty Below Music