In the resulting ad, viewers at first thought they were watching a highlights video of the men’s game. The second part is a rug pull, as the VFX effects disappear to reveal it’s the women who are playing with such skill on the field.
“The idea was to show the world what women’s football is, not saying one is better. We were just showing them the truth, but with an experience and a trick,” Peloux said. “It was more of a social experiment because you’re watching [the video] with your own bias.”
A cultural moment
The ad took off in a way that the creators never expected. It went viral globally–becoming the most viral French ad ever–and sparked a conversation about the barriers and misperceptions that many female athletes still face.
More broadly, it “also opened wider discussions about women’s inequalities” in other sectors, Guerassimov observed.
Orange’s campaign was timely as momentum continues to grow behind women’s sports. According to Deloitte, women’s sports will generate revenue of nearly $1.3 billion in 2024, up almost 300% since 2021.
The reaction to the ad demonstrated how the tide is finally turning after a long history of inequality. 92% of the ad’s viewers said it changed their mind about women’s soccer, per the brand’s data, “proving that exceptional football can transcend gender,” Johnson said.
Back in France, two channels–France Télévisions and M6–eventually agreed to broadcast the Women’s World Cup matches. In the U.K., the final game between England and Spain was 2023’s most-watched women’s sport event on TV.
Of course, Orange is not solely responsible for this movement, but it “played a small part,” Peloux said.
“We haven’t changed the world, but for sure we have changed something,” he said.
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