Sport England says no models feature in its #thisgirlcan marketing campaign to encourage women to take part in sport and exercising.
The TV ad and wider campaign, by FCB Inferno, appears to have been created with social media – and social sharing – very much in mind.
Exhibit A:
Watch this, and prepare to feel AMAZING ABOUT BEING A WOMAN AND HAVING A BODY - #thisgirlcan https://t.co/WOhOhPX5P2
— Caitlin Moran (@caitlinmoran) January 14, 2015
It’s also, let’s face it, ideal for web pieces meant for sharing on social media, such as this one.
The ad features women taking part in various sports and exercise activity, individually and in groups. It is sprinkled with direct, uplifting on-screen messages, beginning with this:
As well as jiggling, there’s sweat:
Endorphins:
A defiant set-up:
... And payoff:
There’s a play on words around the effort that goes in to physical exercise:
The final vignette features the only voice heard during the ad – apart from the soundtrack of Missy Elliott’s Get Ur Freak On – “I’m knackered.”
The TV ad launched on ITV during Coronation Street on Monday evening:
You’ll also be seeing poster ads on billboards:
