BBC tries the kick ass approach for Women’s World Cup

The BBC is under the cosh in some quarters for its pursuit of ‘Yoof,’ notably through relentlessly plugging its new Sounds app.

It’s showing all the games from the Women’s World Cup in France this summer and to plug it BBC Creative is getting down with a vengeance. Here’s the social film, directed by Georgia Hudson of Park Pictures and featuring rapper Ms Banks.

Here’s the social version.

BBC Sport and Events head of marketing James Parry says: “We are delighted to have worked with the immensely talented Ms Banks on this campaign which celebrates the incredible stories and talents of the players. Ms Banks brought her own unique style to the project, creating a track that we think encapsulates everything that is so exciting about this summer’s Women’s World Cup.

“Having recently launched our Change the Game campaign, we are proud that this summer the BBC will we be showing more women’s sport than ever before, a feeling we think this track reflects perfectly.”

BBC Creative creative lead Nathalie Gordon says: “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 organisation who genuinely has ‘change’ at its heart.”

So is this film about the Women’s World Cup or the changing nature of the Beeb? Is women’s football actually like this or are they trying to pretend it can be just as thuggish as the male version?

The Beeb’s contentious strategy’s showing rather too much, methinks.

MAA creative scale: 5.

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