For this year's world cup, France have gone above and beyond for their latest marketing efforts aiming to tackle the negative sexist attitudes towards the current women’s game.
Using high powered technology, the telecom company Orange have set out to create an advert that challenges and alters the French public's attitudes towards the women’s game. They achieved this by using high powered visual effects in order to trick viewers into thinking they were watching the men’s squad play, when in actual fact players such as Cascarino and Bacha were on pitch, just disguised as the likes of Mbappe and Griezmann.
So far, this has been the most well received ad surrounding the World Cup and has received organic media attention from a plethora of different outlets. Moreover, Women's football TikTok has gone crazy for the ad as it shows what many females within the game have been trying to convey for years; the womens game can be just as skillful and interesting to watch as the mens if audiences would look past their internal bias against female athletes.
Since hosting the WWC in 2019, French attitudes towards women's football have also been on the up with teams such as Lyon gaining a lot of traction and interest. In the world of grass-roots, there has also been a further investment in female clubs with the number of them nearly doubling from 3,000 to 5,000.
There has been major anticipation in France ahead of this summers world cup and it will be great to see how the high quality level of marketing surrounding the team further change attitudes.
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