- Orange’s advertising for the Women’s World Cup generates controversy on social networks due to its content.
- At first, it shows goals from the men’s team, but later reveals that they belong to the players of the France women’s team.
- The strategy targets male soccer fans as a growth opportunity for women’s soccer, which has sparked debate. What do you think?.
The official sponsor of the France team, Orange, caused a stir on social networks with its latest announcement for the Women’s World Cup, thanks to an unexpected twist that has generated controversy and division among Internet users.
The ad begins with a series of quick clips showing the goals of the men’s soccer team, but as the spot progresses, a visual effects editing trick is revealed: actually, the plays on the field belong to the members of the French women’s team.
This advertising approach is generating mixed reactions on the web, with two clearly defined camps.
On the one hand, there are those who see Orange’s advertising as a breakthrough, as a brilliant idea to transform the perception of the quality of women’s football.
🌟 The 2023 Women’s World Cup has arrived with a shocking Orange commercial! ⚽ 🏆 pic.twitter.com/sr2hqYlUwU
—Sharks Creative (@sharks_creative) July 19, 2023
On the other hand, there are those who are frustrated because they believe that women’s football should no longer depend on men’s football to attract attention.
Even the media have had a hard time with the issue.
Let’s see an example: the Daily Mail The Englishman initially praised the ad as “brilliant”, but hours later, with criticism, he changed his focus and called it “lazy”, accusing the publicist of using men to highlight the success of the women’s team.
Women’s World Cup 2023: advertising strategies
As analyzed in The Drumthe most interesting point of this controversy is that the ad is aimed at regular fans of men’s soccer.
According to research by the Women’s Sport Trust, in the UK, these fans represent a great growth opportunity for the audience of women’s football, since a good part of the population, around 25 million people in the United Kingdom, follows men’s football.
What can we see in this? There are two different audiences to attract and therefore brands must focus their efforts with different strategies. On the one hand, women and, on the other, men used to watching men’s football.
Orange’s advertising approach in this advertising is not new.
Other brands, such as Nike and Lego, have chosen to focus on entertainment and fame for female players, while now Orange and previously Bud have used the men’s game to attract viewers.
Both strategies have their pros and cons, but each is tailored to the audiences they are targeted at.
All in all, this diversified approach is encouraging as it shows that women’s sport is no longer seen as just a women’s activity, but also attracts men and different audiences.
The Women’s World Cup began on Thursday, July 20, with New Zealand’s surprise 1-0 victory over Norway.
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