Amazon's Gritty Campaign Shows How Tough Women's Soccer Can Be

Promoting a new dedicated marketplace for the sport, the ad will run across Europe until May

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

For those in any doubt, women’s soccer can be a brutal sport, as ecommerce giant Amazon’s European campaign portrays through bumps, scrapes and post-match recovery.

In creative agency adam&eveDDB‘s first work for Amazon, “The Grit” celebrates the spirit of the women’s game with 30- and 60-second edits.

Directed by BAFTA-nominated director Molly Manning Walker, the ad is a montage of various methods players use to heal and protect their bodies, such as ice baths, finger tape and gum shields, while also showcasing all of the products they can order from Amazon in the process.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in