Advertising around women and soccer reached something of a watershed this summer with the advent of the Women's World Cup in France, with brands such as Nike and Visa creating inspiring spots featuring female players (and showcasing some of the obstacles they've come up against.)
Now banking giant Barclays is promoting its move to become the first title sponsors of the FA Women's Super League with a new campaign in which a schoolgirl dreams of soccer glory, but feels apparently excluded from the action.
The ad, created by Iris and directed by Stink's Tom Green, shows the teenage female protagonist staring across the playground and out of her classroom window at the boys playing soccer as she imagines a world in which it's her name on the sports pages, her image immortalized in statues, and her name called on in the stadium. However, it goes on to show that this future might be possible for her, as she joins a girls' team.
The ad highlights the fact that Barclays and the FA have committed to making soccer possible for all girls in schools by 2024. It's inspired by the fact that while awareness of women's elite soccer has grown rapidly, it's still far smaller than the men's game.
The ad is running on social media, accompanied by the campaign tagline #AlltoPlayfor, and the wider campaign incudes OOH, events and a print partnership with the "Sun" newspaper.