Amazon has kicked off a European-wide brand campaign where real players take centre stage, showing their passion, tenacity and camaraderie. The multi-channel campaign is rooted in the insight that playing women’s football unleashes confidence and self-assurance, on and off the pitch, and the first spot, ‘The Grit’, encapsulates that it is the women and girls of today bringing the ‘grit’ to the beautiful game… with Amazon playing a supporting role by bringing a wide selection of quality products that they need to play, train, recover and celebrate.

Rooted in action and grit, the advert is juxtaposed against the 1950’s track ‘Sweet Old Fashioned Girl’ by Teresa Brewer, and features 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, players take centre stage, with Amazon’s broad quality selection, from shin guards to training vests, tape to cold compresses, and even an ice bath, playing the humble supporting role.

‘The Grit’ is Amazon’s first above the line brand campaign supporting its first ever major pan-European sports sponsorship, UEFA’s Women’s Football. It marks the first work between Amazon and adam&eveDDB and is also the commercial advert debut from BAFTA nominated director Molly Manning Walker. To ensure the authenticity of content for audiences, Amazon worked with experts in their field, with Manning Walker, who is also co-founder of UK based football team Babe City FC, Andy Ansah, former professional player and sports-on-screen consultant, and This Fan Girl, a football creative consultancy agency, to show the breadth of the game across Europe, with a diverse casting of players across levels of skills.

“Across Europe, we have seen the huge surge in support for the women’s game, from record crowds to an upsurge in grassroot sign-ups. The excitement around the game is palpable, and we recognise the halo effect that this has on women and girls, helping unleash their confidence, on and off the pitch,” said Jo Shoesmith, VP Global CCO, Amazon. “Our campaign aims to elevate the players, and emphasises talent over adversity, highlighting that while the items they pick are essential for powering the game play, it’s the player’s dedication and passion that make the game what it is.”

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