Adidas‘ new campaign, “Play Until They Can’t Look Away,” is a vibrant, star-studded celebration of the upcoming FIFA Women’s World Cup Australia & New Zealand 2023. Created by TBWA\London, the campaign is dedicated to next-gen icons Alessia Russo, Lena Oberdorf, and Mary Fowler, aiming to drive global attention to the game and inspire young women and girls to follow in their footsteps.
The campaign is marked by a series of fast-paced films featuring a star-studded lineup of football legends and advocates of the women’s game, including David Beckham, Leon Goretzka, Ian Wright, actor and football fan Jenna Ortega, and Argentina’s World Cup hero, Lionel Messi. The films celebrate the skills that Russo, Oberdorf, and Fowler are renowned for, from vision and interception to power, creativity, and accuracy.
The campaign’s title, ‘Play Until They Can’t Look Away,’ encapsulates Adidas’ new creative proposition for the upcoming tournament. It aims to platform and showcase some of the world’s greatest football players on the biggest stage – whose skills and passion for the game demand global attention and support.
The films are set against the soundtrack of SL2’s iconic song, ‘On a Ragga Tip.’ They are filled with subtle references to memorable moments that football super fans will revel in, including shirt numbers, iconic tournament balls, and much more.
The campaign collaborates uniquely with World Cup winner Lionel Messi and Mary Fowler, who guide viewers worldwide to Fowler’s home country of Australia, where preparations for the most significant women’s sporting moment are underway.
Adidas’ new campaign is a significant step forward in promoting women’s football and inspiring the next generation of female athletes. It showcases the skills and talents of some of the world’s greatest female football players and brings together a diverse group of football legends and advocates to celebrate the women’s game.
The campaign is a testament to Adidas’ commitment to supporting girls and women players from the stadium to the street. It also highlights the brand’s partnership with the FIFA Women’s World Cup since 1995 and its ongoing efforts to make sports equal for marginalized communities.
Overall, Adidas’ “Play Until They Can’t Look Away” campaign is a powerful and inspiring celebration of women’s football that will surely capture the attention of viewers worldwide and inspire the next generation of female athletes.
Pros:
- The campaign features a star-studded lineup of football legends and advocates of the women’s game, which adds credibility and draws attention.
- The campaign’s focus on next-gen icons Alessia Russo, Lena Oberdorf, and Mary Fowler inspires and empowers young women and girls.
- The campaign’s creative proposition, ‘Play Until They Can’t Look Away,’ is a powerful message highlighting the skills and passion of the world’s greatest female football players.
Cons:
- The campaign could have included a more diverse representation of female football players from different countries and backgrounds.
- The fast-paced nature of the films might make it difficult for some viewers to catch all the subtle references to memorable moments in football.
- While the campaign is inspiring, it could have included more concrete initiatives or programs to support the development of women’s football.
