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Even in death, Maya Angelou is making ripples with her poetry. After her rich and nourishing vocal cameo in Apple’s “Shot on iPhone” campaign last year, her voice returns to us as the backbone to “This Girl Can: Phenomenal Woman,” a Sport England ad meant to encourage more women to exercise.
Created by FCB Inferno and directed by Somesuch’s Kim Gehrig, the colorful, energetic spot features women of all stripes, engaging in a wealth of physical activity.
A sense of team dynamics is critical to the ad’s spirit; unlike many sports ads, the driving force here is not so much individual discipline as feelings of community, belonging and shared accomplishment.
According to a study conducted over a year ago by Sport England, sports is among the many arenas where the gender gap is most evident in the U.K.:
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
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