What’s Hot – 29/07/2022

I mean what else could What’s Hot be about this week if not the EUROs? Although the Commonwealth Games Opening Ceremony deserves a special mention if only for the massive 10-meter Bull.

We’ll be cheering on the Lionesses come Sunday night as yet another incredible tournament in the UK comes to a close – hopefully with a home nation’s name being engraved on the trophy. So let’s take a look back on some of the best EUROs campaigns from the last month to get in the mood to cheer on Lucy Bronze, Alessia Russo and the rest of the gang.

Strides are certainly being made in the representation of women’s sport although there is still some way to go – but for now, hopefully football AND fairer representation is coming home.

Tess Dolan steals the show

Not a campaign, but no EURO 2022 blog would be complete without giving England’s biggest fan, Tess Dolan, a shout out. Tess’ appearance during the BBC’s celebration coverage following the win against Sweden embodies everything which has been so fantastic about this tournament.

The Lionesses have inspired a whole generation to hit the pitch and play the sport they love, while stadiums have been packed to the rafters with young children and families creating a refreshing and vibrant new atmosphere. Women’s football has shown it can cultivate a really positive and inspiring fandom… and you’ve got to say you love to see it.

Heineken’s 12th Woman

We loved Heineken’s new campaign called ‘The 12th Woman’ this week, which focuses on reducing gender bias in football. It’s a fun solution to a specific problem – the gender ‘phrase gap’.

Bias and inequality in football culture is reflected in the words people use, and we think this was a tongue-in-cheek way to poke fun of that, made more effective through the use of A-listers like Harry Redknapp, Jermaine Jenas, Karen Carney and AJ Odudu.

Nike’s Never Settle, Never Done

Out of all the campaigns on this list, this is not only the most natural one but also the best one (in this blogger’s humble opinion). The ad is filled with superstars such as Leah Williamson or Alexia Putellas, who feature alongside young and up-and-coming grassroot players from all around the world.

Alongside the ad, Nike has also worked with members of the England team to create projections onto high profile locations and destinations around the UK, including London monuments and the White Cliffs of Dover (which will probably confuse our EU visitors given, you know, everything else that’s going on in this country). The locations were chosen to reflect the qualities and skills of specific players, which is why Lucy Bronze, whose middle name is Tough, is representing power on the Battersea Power Station, while Keira Walsh, known for her creative skills on the pitch was depicted on The National Gallery and The Royal Opera House featured the ‘incredible performer’ Georgia Stanway. We love the creative thought process behind this project, and hope that Nike continues this over into their other sport campaigns.

EE’s It’s Not Her Problem

Tackling serious social issues as a brand is murky territory. A badly thought-out campaign can make you appear as unauthentic, false, and downright idiotic. However, EE has never shied away from placing themselves in the centre of the conversation, and their latest ad for this year’s Women’s EURO’s is no exception.

Featuring footy stars such as Lucy Bronze and Ellen White, EE’s “It’s not her problem” campaign highlights the trials and tribulations women have to deal with one and off the pitch; bad tackles, screaming babies, broken limbs, period pains – except the one thing that’s not their problem, sexist hate.

A witty, thought-provoking ad furthering the conversation to be had with men about sexist behaviour and how it only stops with them, not the women suffering it. Top marks from the Fever crew on this one!

And that’s it from us this week, we will be donning our footy shirts with pride on Sunday and whatever the score, a fairer game is a winner for everyone.


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