Somesuch director Kim Gehrig helms Sport England’s empowering new “This Girl Can” campaign via FCB Inferno, created to encourage females across England to participate in exercise. The high-energy 90-second launch film features a series of real women of all ages and sizes – no actresses – showing us that nothing, not even a little sweat, will stand in their way.
Opening on a woman’s derriere as she strides out to a swimming pool; the ad plays out to show that some women are brilliant at sport, and some aren’t, but what matters is that they’re out there doing it. With a sense of humor and the driving beat of Missy Elliot’s “Get Your Freak On,” the campaign recognizes the barriers and fear of judgment that women face, from how to look in gym clothes to the guilt of leaving the family to exercise, and gets them to consider a new attitude toward getting active.
Kim Gehrig’s refreshing capture of these sporty ladies has steam pouring off the screen, getting us warmed up to wiggle, jiggle, move and prove that “This Girl Can” – do anything.