FIFA 21, the international best-selling licenced football game from EA Sports, has launched an advertising campaign as winners of £1m of commercial airtime funding.
FIFA 21, the international best-selling licenced football game from EA Sports, has launched an advertising campaign as winners of £1m of commercial airtime funding.
The campaign, produced by adam&eveDDB, highlights the lack of British Asian representation in professional football and features Leicester City player, Hamza Choudhury and the Midnight Ramadan League (MRL), a league set up in 2018 to help those who struggle to play during their Ramadan fast.
This was the latest advert to be created as part of Channel 4’s annual Diversity in Advertising Award. This year, entrants were requested to pitch campaigns focused on the authentic representation of UK Black, Asian and Minority Ethnic Groups within TV advertising, which was found to be universally lacking in research commissioned by 4Sales.
The advert tells the story of Qaiser, a British Asian teenager and role model to his younger sister, Aaminah. After breaking his fast, Qaiser leaves the family home late at night before arriving at the Midnight Ramadan League pitch. Following a tackle that knocks Qaiser to the floor, his role model, Leicester midfielder 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 sister.
Speaking of his involvement, Choudhury, also an EA Sports FIFA Ambassador, said:
“Growing up, football was always my first love. From playing with my friends in the street after school, to heading to the pitch at the weekends, it was always my dream to become a football player. I’m proud of my Asian heritage and without it, I wouldn’t be the person or footballer that I am today, so it was an honour to partner with EA SPORTS to tell the inspirational story of the Midnight Ramadan League – a team I would have loved to play for! I hope that, together, we can help inspire future generations to follow their dreams.”
Bassam Tariq, Director, added:
“Though the film has countless men running around the screen, it’s important to note that this spot was built from the ground up by Black and Brown women leading the charge - both from EA SPORTS and adam&eveDDB. It was an honour to work with them and have these strong women as my guiding light. Never in my wildest dreams did I think I would ever direct such an unapologetically Muslim commercial with my fellow sisters and brothers in faith.”
The MRL was founded by Obayed Hussain and colleagues and is based in Birmingham. The league is run by Saltley Stallions Football Club. It provides a space to play football during the month of Ramadan, with the aim to help worshipers stay active during their fast. Matches take place every Friday and Saturday night, after the evening meal of Iftar and late-night prayers, up until Suhoor.
To further support the campaign, several initiatives have been unveiled including a comic book written by Choudhury. The book documents his upbringing as a British Asian and his journey to make it as a professional footballer. It will be distributed to Premier League Primary Stars and Show Racism the Red Card linked schools to help inspire the next generation. EA will also integrate the MRL kit and vanity items as accessible content in FIFA21.
Image Credit: adam&eveDDB
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