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4 July 2019

Let's get down to business.

by Andrew MacGregor

Crédit Agricole: “Grace Through Sport” - 60s

FIFA Women's World Cup sponsors Crédit Agricole encourage girls to play the long game in this buoyant ad directed by Fanny Hoetzeneder. As the tournament draws to a close, the bank show how skills honed at a young age through sport - whether it's football or not - can be invaluable in later life.

This is illustrated by a diverse cast of youngsters describing what they have achieved as adults while still playing in the junior leagues. Rather than treat sport as a passing fancy, therefore, the ad's core audience should treat every kick, handstand, and trip to the mat as building blocks for the future. All work and, er, all play, so to speak.

Director: Fanny Hoetzeneder ♀ Ⓟ Ⓦ (Knucklehead Ⓟ Ⓦ)
Cinematographer: Elías M Félix

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