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EA Sports: Inspiring the Next Generation of Footballers
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The TV ad campaign from Channel 4’s £1m Diversity in Advertising Award winner, EA SPORTS launched last week during Gogglebox. The leading games publisher’s new campaign for FIFA 21 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 campaign will run across 4Sales’ entire portfolio of channels as well as All 4, utilising the competition’s grand prize of £1m of commercial airtime funding. It taps into research that shows role models are a powerful force for driving positive change in the game by inspiring the next generation, encouraging parental support as well as tackling misconceptions and prejudice. In 2020, a survey conducted by the Football Supporters’ Association and Beyond Entertainment found that 86% of football fans felt that more role models would increase the numbers of British Asian footballers.
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