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After waiting months to release its new Fifa 21 spot, EA Sports has finally revealed its new campaign for the popular football title.

The campaign was named winner of Channel 4’s Diversity in Advertising Award back in December, alongside its ad agency Adam&Eve DDB, claiming £1m worth of commercial airtime for its "authentic portrayal" of UK Black, Asian, Minority Ethnic (BAME) cultures. Four months later, it’s finally destined to air.

Right now, only 0.25% of the UK’s 4,000 professional footballers are British Asians. In response to the Channel 4 brief, EA Sports wanted to highlight this issue of representation. 

The ad features Premier League star and newly-signed EA Sports Fifa Ambassador, Hamza Choudhury, and explores the Midnight Ramadan League – a grassroots football team set up to help those who struggle to play during their Ramadan fast, with matches kicking off after Iftar and before suhoor.

Directed by Bassam Tariq and produced by Pulse Films, the advert tells the story of Qaiser, a British Asian teenager who is a role model to his younger sister, Aaminah. After breaking his fast, we follow Qaiser as he leaves the family home late at night before arriving at the Midnight Ramadan League pitch. 

Following a robust tackle that knocks Qaiser to the floor, his role model Choudhury lifts him up off the pitch before taking the ball and scoring a goal. The advert concludes with Qaiser arriving back home, exhilarated by the game and explaining the night to his excited younger sister. 

The winning TV activity is part of the wider ‘Inspire The Next Generation’ EA Sports campaign, which aims to start fixing the obstacles which have held back British Asian football talent for generations. 

Running since 2016, Channel 4’s annual diversity award focuses on a different area of diversity to encourage the ad industry to embrace inclusive creative campaigns. 

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Previous winners include Starbucks, which won for its efforts in tackling stereotyping of the LGBT+ community on TV, the RAF for mocking gender stereotypes, and Lloyds for its campaign on mental health. Perhaps the most famous was Maltesers’ disability work, which won in the first year. 

For any brands looking to enter the mix next year, The Drum has compiled a guide on how to win the prestigious fund.

You can watch ‘Inspiring the Next Generation of Footballers’ in full above or click on the Creative Works gallery below to vote for it. To get in touch about Ad of the Day, please email imogen.watson@thedrum.com.

: 'Inspiring the Next Generation of Footballers'

Agency:

Client:

Date: April 2021

The 2021 winner of Channel 4’s Diversity in Advertising Award is EA Sports’ campaign for Fifa 21, which highlights the lack of British Asian representation in professional football and celebrates the grassroots football team: the Midnight Ramadan League. 

The ad, which was created in partnership with Adam&EveDDB, features Premier League star and newly signed EA Sports Fifa Ambassador, Hamza Choudhury – who is championing the game-changing impact of role models on future generations following research which shows only 0.25% of the UK’s 4,000 professional footballers are British Asians.

The spot explores the Midnight Ramadan League, a grassroots football team set up to help those who struggle to play during their Ramadan fast, with matches kicking off after Iftar and before Suhoor. 

Directed by Bassam Tariq and produced by Pulse Films, the advert tells the story of Qaiser, a British Asian teenager and role model to his younger sister, Aaminah. After breaking his fast, we follow Qaiser as he leaves the family home late at night before arriving at the Midnight Ramadan League pitch. 

Following a robust tackle that knocks Qaiser to the floor, we see Leicester City midfielder and his role model, Hamza Choudhury, lift him up off the pitch before taking the ball and scoring a goal. The advert concludes with Qaiser arriving back home, exhilarated by the game and explaining the night to his excited younger sister. 

The winning TV activity is part of the wider ‘Inspire The Next Generation’ EA Sports campaign, which aims to start fixing the cycle that has been holding back British Asian football talent for generations. 

Credits:
 

 

 

Project/Campaign name: FIFA21 x C4 Diversity in Advertising

First Air Date: 23.04.21

 

:  Sameena Ramsden – Northern Europe Partnerships Associate, FIFA Brand

Sola Kasali – Associate Product Manager

Alex Elms – Associate Creative Director

Jack Wright – Content Producer

Andy Gillooley – Senior Producer

Paul Marr – Senior Director, Creative

Daria Zlobina – Associate Manager, Media Activation

James Salmon – Campaign Director, FIFA Brand

James Taylor – Northern Europe Senior Campaign Manager, FIFA Brand

Alex Wilde – EA SPORTS Athlete Relations Director

 

Chief Creative Officer: Richard Brim

Executive Creative Director/s:

Creative Director/s: Genevieve Gransden & Selma Ahmed

Copywriter: Selma Ahmed

Art director: Genevieve Gransden

Agency producer/s: Hannah Needham

Planner/s: David Mortimer, Martin Beverley

Joint CEO: Mat Goff

Account Director/s: George Fox, Jake Gidley

Account Manager/s:

Media agency: m/SIX Global

Production Company: Pulse Films

Managing Director: James Sorton

Executive Producer: Lucy Kelly

Producer: Neil Andrews

Director: Bassam Tariq

DOP: Ben Fordesman

Production Manager: Kishan Patel, Ria Hanish Oakes

Location Manager: Alistair Vlok

Production Designer: Drogo Michie

Costume Designer: Selina Wong

Editing Company: Trim

Editor: Fouad Gaber

Post Production: Time Based Arts

Post Producers: Chris Aliano

VFX Supervisor: Matt Jackson,

VFX Artists: Ollie Ramsey, Will Robinson

Colourist: Simone Grattarola

 

Audio Post Production: Factory 

Audio Engineer: Jack Hallett  

Audio Producer: Lucy Spong

 

 

Music Company - Curation - @curation.music

Music Supervisor - Sunny Kapoor @sunny.kpr

Artist - Ben Khan - @ben_khan

Song – “Madina” 

Tags: UK

 

Video of FIFA 21 | Inspiring the Next Generation of Footballers

 

 

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