With three World Cup titles, four Olympic Golds, and countless domestic and international trophies under their belts, the US Women’s Soccer Team isn’t just one of the best women’s teams, but one of the greatest sports teams of all time.
An April campaign, called ‘All Eyes On Us’, aims to boost awareness of and excitement around Fox Sports FIFA Women’s World Cup coverage showcases the unapologetic fierceness of the US Women’s National Team ahead of the 2019 tournament in France.
A series of spots pay homage to the team’s long legacy of success and how it is built by female football icons Mia Hamm and Abby Wambach and continued by stars such as Alex Morgan and Megan Rapinoe.
The campaign saw Fox Sports team up with creative agency Wieden+Kennedy New York to celebrate what it hails as ‘one of the greatest teams in sports history’ through creative that displays just why the US Women’s Team has been so dominant on the world stage.
One commercial called ‘Goliath’ depicts the team as a whole as a Goliath with many Davids from around the world trying to knock them down.
The spot’s voice over states “This Goliath isn’t just bigger, or faster, she wants it more” as the whole team performs a slow motion charge towards the camera.
A further film, called ‘The Finisher’, focuses on Alex Morgan and explains that “They call her the finisher because she’s the last thing they’ll see, before it’s too late.”
While the ‘Warrior’ video centres on Megan Rapinoe and sees scenes of her getting slide tackled and knocked down but always getting up and scoring.
As well as airing on the channel itself, the creative is also amplified across the media giant’s digital and social platforms.
The campaign was created for a Fox Sports team led by EVP Marketing Robert Gottlieb and including SVP On-Air Promotions Bill Battin, SVP Consumer Marketing Whit Haskel, VP Brand Marketing Nancy MacDonald, VP Creative Blake Danforth, Sr Creative Director Steve Lewis, VP Production Claudina Mercado, Directors of On-Air Promotions Jessica Scharer and Meghan de Andrade, plus Production Assistant John Tyler Osborn by W+K NEW YORK.
The production company was Supply & Demand, the spots were helmed by Joseph Kahn, the editorial was handled by FinalCut, the VFX company was JAMM, the mix was by Sound Lounge, with sound by Grand Central Sound Studio and the music track was ‘The Hunt’ by Jonny Greenwood.
Comment:
The rise of women’s sports marketing, spearheaded by football (in this case soccer) and the 2019 FIFA Women’s World Cup in France, continues apace around the world.
While this Fox Sports campaign promotes the event stateside, other tournament related campaigns include a slew of recent England Women’s National Team new sponsorships – such as the side’s new tie-up with UK retailer Boots (see case study).
Links:
Fox Sports
https://www.instagram.com/foxsports
https://www.youtube.com/user/FoxSports
Wieden+Kennedy New York
https://www.wk.com/about/office/new-york/
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