Creativity

A female soccer star takes center stage in spot from Unilever's Calve

Ad by MullenLowe Alfred represents the first time the product has focused on a woman athlete

By Alexandra Jardine. Published on Jul 19, 2018

Editor's Pick

Dutch international women's soccer star Lieke Martens takes center stage--as a child--in a new spot from Unilever peanut butter brand Calve in the Netherlands.

The brand has a famous advertising history locally, long associated with sporting celebrities, but this time is the first from the brand in which a female athlete is the hero (fulfilling Unilever's promise to address gender stereotypes in advertising, as set out in its recent UN Women collaboration film).

In the film, by MullenLowe Alfred, kids train on a soccer field, with the coach yelling about "man on man defense" and telling them "come on guys." When it starts to rain, he tells them: "OK guys, it's time to go inside." However one little girl carries on practicing in the rain. It turns out it's a young Lieke Martens, who ignored the order to go inside because he said "guys."

While the grown up Martens, who was voted FIFA player of the year after winning Women's Euro 2017 cup, doesn't appear, it's likely the Dutch audience will get the reference--and the point.

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Credits

Date
Jul 19, 2018
Client:
Calvé
Agency:
MullenLowe Alfred Netherlands
Creative:
Aad Kuijper
Creative:
Patrick de Zeeuw
Account:
Sanne Tolsma
Account:
Irene Spronk
Strategy:
Edward van de Ridder
Agency Producer:
Carmen Ramsaran
Production Company:
Pink Rabbit
Director:
Ismael ten Heuvel
Producer:
Monique van Beckhoven
Lighting cameraman/D.O.P:
Myrthe Mosterman
Editing:
Martin Heijgelaar
Editing:
Jorien Voogt
Music:
Massive Music
Sound Studio:
Ambassadors
Grading:
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Visual Effects:
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