The BBC’s advert for the Women’s Euro in Switzerland

The BBC’s Euro Cup advert celebrates football’s new protagonists with a stop-motion piece.

The Women’s Euro Cup is here, and with it, major brands are launching their advertising campaigns to capture a rapidly growing global market. And when a big event arrives, the BBC is known for creating spectacular ads.

This time, the British broadcaster has chosen to steer away from clichés and embrace a visual narrative that pays tribute to the most influential players. And it has done so with a brilliant stop-motion and claymation campaign.

BBC – Names Will Be Made

“Names Will Be Made” is the title of the BBC’s advert for the Women’s Euro Cup, which will be held in Switzerland. It was created by the in-house agency BBC Creative, produced by Blinkink, and directed by Nicos Livesey.

The piece was created entirely with clay figures using the stop-motion technique. The narrative takes us into a world of visual metaphors, where the names of the footballers emerge from mountains, fire, grass, and surreal settings. For instance, we see Lucy Bronze’s name carved into a fortress or Jess Fishlock running through flames on her way to score a goal. Aitana Bonmatí, player for the Spanish national team, is shown dribbling past opponents who, as they fall, trace her surname on the pitch.

The BBC advert is a tribute to passion, dedication, and also a statement on the inequality that still exists. In fact, 72% of female footballers are still less well-known than their male counterparts. The British broadcaster is not only committed to covering the tournament but also aims to bridge the gender gap in visibility and recognition in football.

According to Jess Oudor, Creative Director at BBC Creative: “With this campaign and the BBC’s coverage of the Women’s Euro, we hope to help close the gender gap in popularity between male and female footballers.”

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