As the FIFA Women's World Cup draws closer, big sports brands like Nike and sponsors such as Visa have started to reveal their female-focused campaigns, with each rivaling the other to be as inspiring to women as possible. The U.K.'s BBC this weekend revealed its own trailer for the tournament, opting for a fierce film fronted by rapper Ms Banks that's full of attitude.
The film, created in-house by BBC Creative and directed by Park Pictures’ Georgia Hudson, is set to a re-working of the 2005 rap classic "Remember the Name," by Fort Minor. It's been developed, created and produced by a team of women and contains lyrics such as "In history her name she writes"and "Busting down all the doors we ain’t even putting the keys in." This is set to footage featuring some of the world's most famous female soccer players, in a montage of clips including real games and training sessions.
"Change The Game" debuted during Saturday’s episode of "Football Focus" (BBC One and BBC iPlayer), ahead of the BBC's coverage of the tournament starting on June 7.
Nathalie Gordon, creative lead at BBC Creative, says in a statement: "Over the last few years we have seen advertising change and it’s more important than ever to create work that matters—that really moves people and makes them think. It's always special when you get to create a campaign that seeks to challenge the way people are perceived, with an organization who genuinely has 'change' at its heart."