EA Sports "Fifa 20 - Break new ground" by Adam & Eve/DDB

EA Sports launched this season's iteration of the Fifa series with a spot hailing football's disruptors.

Featuring footy stars including Jadon Sancho and Megan Rapinoe, as well as boxer Anthony Joshua, the ad shows how players who are seen as "wrong" in the public eye often revolutionise the way football is perceived and played – either on the pitch, in the street or in the game. 

While Women’s World Cup star (and winner of Fifa’s The Best award this year) Rapinoe used her platform to promote gender discrimination in the sport, Sancho turned heads by moving from Manchester City to the Bundesliga’s Borussia Dortmund in 2017, scoring 12 goals and registering 14 assists last season.

This is part of EA Sports’ "Break new ground" campaign, which includes a series of stories showcasing famous innovators from across the sport, including Raheem Sterling and Lisa Zimouche. EA Sports has also opened a football pitch to celebrate the game's release.

The work was written by Richard Gayton, art directed by Darren Beresford and directed by Yann Demange through Pulse Films. The media agency is M/SIX.


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