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By Amy Houston, Senior Reporter

March 15, 2024 | 6 min read

‘The Grit’ is the first commercial work from Bafta-nominated director Molly Manning Walker.

Launching its European-wide brand campaign, Amazon is spotlighting the passion and tenacity of real football players. The multi-channel campaign is rooted in the insight that playing women’s football unleashes confidence and self-assurance, on and off the pitch.

In the spot, viewers see a cinematic series of sharp, energetic cuts, from free kicks to tackles and exasperation to celebration. From the pitch to the halls to the locker room, the players take center stage. Cleverly, the short is juxtaposed against the 1950s track Sweet Old Fashioned Girl by Teresa Brewer.

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The ad is the e-commerce giant’s debut above-the-line brand campaign supporting its first major pan-European sports sponsorship, Uefa’s Women’s Football.

“Across Europe, we have seen a huge surge in support for the women’s game, from record crowds to an upsurge in grassroots sign-ups. The excitement around the game is palpable, and we recognize the halo effect that this has on women and girls, helping unleash their confidence, on and off the pitch,” said Jo Shoesmith, vice-president and global chief creative officer at Amazon.

“Our campaign aims to elevate the players and emphasizes talent over adversity, highlighting that while the items they pick are essential for powering the gameplay, it’s the player’s dedication and passion that make the game what it is.”

The ad will be running from this week until the end of May across broadcast TV, video-on-demand, cinema, online video social channels, in addition and digital-out-of-home.

Credits

Amazon

General manager: Ed Smith

EU head of brand: Laura Downey

Global chief creative officer: Jo Shoesmith

Executive creative director: Philip Griffiths

EU brand strategy lead: Alexa Caldecott

Senior campaign manager: Grant Goodwin

Creative program manager: Lindsey Cockle

Producer: Paul Lewis

Art director: Martin Tso

Senior art director: Matt Wood

Conceptual creative: Javed Jasani

Partnership lead: Laura McDonnell

Adam&EveDDB

Chief creative officer: Rick Brim

Creative directors: Matt Gay, Feargal Ballance

Creative: Mark Shanley

Social creative: Molly Johnstone

Joint head of integrated production: Sally Pritchett

Integrated agency producer: Rebecca Treloar and Hazel Corstens

Chief strategy officer: Martin Beverley

Head of planning: Will Grundy

Planning director: Stuart Williams

Chief experience officer: Simon Adamson

Executive chair: Tammy Einav

Chief executive officer: Miranda Hipwell

Business directors: Jo Lorimer, Adam Patel

Account director: Phoebe Swan

Account manager: Becky Kilner

Design director: Scott Silvey

Project director: Abi Ripley

PR: Femke Pusey, Shehneal Dhaliwal

Legal: Tom Campbell, Candice Macleod

TV Production

Director: Molly Manning Walker

DoP: Harry Wheeler

Production company: Rogue Films

Executive producer: Kate Taylor

Producer: Maddy Easton

Production manager: Natalie Isaac

Audio company: 750mph

Audio engineers: Sam Ashwell, Jake Ashwell

Audio producer: Olivia Ray & Carla Thomas

Editing company: The Assembly Rooms

Editor: Eve Ashwell

Assistant editor: Tamara Ishida

Edit producer: Phoebe Armstrong-Beaver

Colorist: Simone Grattarola (Time Based Arts)

Color executive producer: Dan Kreeger (Time Based Arts)

Post-production company: Untold Studios

Post chief creative officer: Neil Davies

VFX supervisor : Adam Grint

Post executive producers: Ian Berry & Tom Igglesden

Post producer: Jordan Malonga

VFX artists: Roman Sotola Liska, Felicia Petersen, Hollie Gilbert, Jess Kavasoglu, Emma Tyler, Yann Benedi, Ryan Rafferty Phelan, Pete Hughes

Design studio: King Henry

Designers: Scott Silvey, Martyn Goh, Karl Bewick, Dave Robinson

Music supervisors: Sunny Kapoor, Connie Edwards at Curation Music

Music track: Sweet Old Fashioned Girl by Teresa Brewer

Stills Production

Production company: Rogue Films

Executive producer: Kate Taylor

Producer: Maddy Easton

Editor: Tamara Ishida, The Assembly Rooms

Edit producer: Phoebe Armstrong-Beaver, The Assembly Rooms

Colorist: Simone Grattarola, Time Based Arts

Color executive producer: Dan Kreeger

Post-production company: Untold Studios

Post chief creative officer: Neil Davies

Post producer: Jordan Malonga

Retouching: Mark Henry (King Henry)

Design studio: King Henry

Design director: Scott Silvey

Designer: Martyn Goh

Senior creative artworker/deputy studio manager: Dave Callow (King Henry)

Social Production

Director: Jacques Snow

Production company: Monkey Films

Executive producer: Phillip Killingbeck

Producer: Ruan Nel

Audio company: 750mph

Audio engineer: Lucas Trigg

Audio producers: Olivia Ray, Carla Thomas

Editor: Tamara Ishida, The Assembly Rooms

Edit producer: Phoebe Armstrong-Beaver, The Assembly Rooms

Post-production company: Cain&AbelDDB

Technical motion lead: Sam Kim

Head of editing: James Ireland

Post producer: Kiera Brogan

Graphics: King Henry

Designers: Martyn Goh, Karl Bewick

Music track: Platonic Bounce

Music supervision: Twenty Below Music

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