'This girl can' returns to shake up the world of #femvertising

Social video experts at Be On review "This girl can".

"This is 90-seconds of high-intensity empowerment, backed by real data."


8.5/10

Just two years ago since January 2017, Sport England shook up the world of #femvertising when it released the first ever "This girl can" campaign.

While other brands had previously championed sport through strong female role models, "This girl can" normalised fitness for women in an unprecedented way, embracing the perfectly imperfect nature of the female form and inspiring confidence.

This month, the campaign returns with the backing of The National Lottery, and it’s jiggling and sweating galore.

While viewers are accustomed to comebacks and sequels on the big screen, it’s remarkable when an advertising campaign has the same effect.

Created by FCB Inferno and directed by Somesuch’s Kim Gehrig, this is 90-seconds of high-intensity empowerment, backed by real data.

With 75 percent of the women that took part in Sport England’s research saying they want to be more active, the spot gives them more than enough inspiration to get stuck in.

A thumping soundtrack and inspiring words, fused with a diverse mixture of sport and dance, with women from a variety of backgrounds, the video tells them they’re phenomenal.

Brands such as Always with its "#LikeaGirl" campaign channel a similar message, as do global sports clothing labels including Nike with "Better for it", proving there’s no shame in trying to better your fitness.

With 49.6 percent of the world's population being female, these brands are acutely aware of the spending potential and significance of the female market.

The National Lottery aren’t reinventing the wheel with this comeback spot but it’s sticking to a formula that has struck a chord with audiences across the globe and forged what could be described as a cult following in adland.

Once you have watched this advert, it is almost impossible not to feel the urge to get your sports kit on and go and get active.

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Case study: How 'This girl can' got 1.6 million women exercising
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1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

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