The US Women’s Soccer Team is a tough bunch. Three spots for Fox Sports highlight the team and its stars, showing the unbending determination it embodies as it heads into competition in France to defend its World Cup title.
With three World Cup titles, four Olympic Golds, and countless domestic and international trophies under its belt, the US Women’s Team isn’t just one of the best women’s teams, but one of the greatest sports teams of all time. To showcase the unapologetic fierceness of the national team as it heads into the 2019 Women’s World Cup, the campaign entitled ‘All Eyes On Us’ pays homage to the legacy built by Mia Hamm and Abby Wambach.
Fox Sports teamed up with Wieden+Kennedy New York to celebrate one of the greatest teams in sports history in a campaign that displays why the team is so dominant on the world stage.
In ‘Goliath,’ the whole team is featured as a Goliath with many Davids trying to knock them down. A voice over states, “This Goliath isn’t just bigger, or faster, she wants it more,” as the team charges in slow motion towards the camera.
‘Warrior’ centers on Megan Rapinoe, with scenes of her getting slide tackled and knocked down, but always getting up and scoring. ‘The Finisher’ focuses on Alex Morgan. They call her the finisher because “she’s the last thing they’ll see, before it’s too late.”
The campaign comes at a time when the US Women’s Soccer Team is fighting for pay equity with its male counterpart. The team has filed a federal class-action lawsuit in the US District Court in Los Angeles against the United States Soccer Federation (USSF), suing for “institutionalized gender discrimination,” in violation of the 1964 Civil Rights Act.
To help the team, the makers of Luna nutritional bars, Clif Bar & Co, is pledging $31,250 to each player who makes the 23-woman World Cup roster, which the company says is equal to the difference between what the USSF pays the men’s and women’s national teams in bonus money for qualifying.
See the spots by clicking on the Creative Works box below.
: 'Goliath, Warrior, Finisher'