While waving goodbye to the ever-exciting FIFA Women’s World Cup, we look back on our selection of the most exciting brand campaigns for the event.
Check out Spotlight’s selection of five of the best advertisements during the sports (and marketing) event of the season.
"Play Until They Can’t Look Away" by Adidas
Adidas perfectly captures the vibrant energy of soccer while shining a spotlight on how the sport makes its way through all aspects of life. Featuring cameos by A-list celebrities like David Beckham and actress Jenny Ortego and famous soccer players like Alessia Russo, the 30-second spot seamlessly presents the sportswear brand’s stylish apparel.
"Fixed on Pixel" by Google Pixel
With Megan Rapinoe front and center, Google Pixel’s ad for the FIFA Women’s World Cup 2023 sees the American soccer player making the most of the Google Pixel phone. From effectively tracking fitness goals to editing a childhood photo’s sub-par quality, the "Fixed on Pixel" ad offers an inside glimpse into the everyday life of a legendary soccer player.
"Unite for Mental Health" by USWNT
The U.S. Women’s National Team campaign digs deep into the importance of mental health and prioritizing living a healthy and balanced life, whether you are a professional sports player or not. With members of the USWNT speaking candidly about mental health in the spot, the campaign takes advantage of the hype surrounding the Women’s World Cup to draw attention to a topic of crucial importance.
"The Juggle" and "Nailed It" by Volkswagen
Volkswagen’s ads for this year’s FIFA Women’s World Cup are a masterclass in product placement. As Alyssa Thompson practices her soccer skills in different scenarios, we see her continuing to dribble as she packs up in a Volkswagen Atlas Cross Sport. Similarly to "Fixed on Pixel," Volkswagen relies on combining the joy of soccer with its newest product seamlessly and subtly.
"Taste of Greatness" by Frito-Lay
The food company taps into the pleasure of discovering soccer as a child in a heartwarming ad showcasing a mother introducing the rules of soccer to her daughter using chips representing players. As her chip-inspired soccer game comes to life, so do miniature animated versions of legendary female soccer players, setting the mood for the FIFA Women’s World Cup 2023 across all generations.