Orange’s commercial recreates the movements of female players and substitutes plays as if they were made by male players.
Step by step, interest in women’s soccer is growing and this sport is finding its place in the competitive sports scene. Brands are aware that supporting women’s soccer allows them to reach a more “healthy” audience than its male namesake.
Added to all this is the arrival of the World Cup to be held in Australia and New Zealand. Brands like Coca-Cola have already launched their advertising campaigns and now it’s Orange’s turn to support the French players.
“La Compil des Bleues” is the title of Orange’s commercial for the Women’s World Cup. It has been made by the creative agency Marcel and produced by Prodigious. The idea is to break down the prejudices that accompany women’s football and support the French players before the World Cup.
And they have done it with a compilation of great goals and plays as “highlights”; that they have later retouched to make us believe that the great male stars were the protagonists. A compilation that took weeks of research in the archives of the French Football Federation to find similar images between women and men.
Editing later became a technical feat to edit images using visual effects to achieve the desired effect. From the agency they comment: “The appearance of the players was modified in the first part of the video with the aim of sending a message of equality and fairness. This is a key campaign for Orange to go beyond its usual support for the French team.”
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