DAVID reviews

13 January 2015

Sport England: The flesh is equally willing


Sport England: “This Girl Can” - 90s

This 90-second spot is - to our minds - one hell of an achievement. Aimed at encouraging more women to just shrug off their self-consciousness and go exercise, it features an array of all shapes and sizes revelling in the sheer pleasure of what their own bodies can do. Breasts sway, bellies jiggle, thighs dimple - and guess what: it looks normal. More than that, it looks joyous; liberating; fun.

The tone is set from the very start where we see a well-upholstered swimmer ping her bikini bottoms into a more comfortable position as the iconic opening notes of Missy Elliott's 'Get Ur Freak On' kick in.

It's an inspired track choice - you can't not respond to it. That repetitive motif gets under your skin, and all too soon it's plucking at you from the inside, making your muscles twitch and your fingers tap. You find yourself wondering why you're not - at this very moment - part of the exuberance you're witnessing onscreen.

Mrs DAVID has been meaning to get back into the pool after a long hiatus of lazy intention, and this is just the thing to spur her on. The ad is a brilliant, life-affirming celebration, and to ignore its call is to be ungrateful for whatever physical freedom we have. The spirit is willing, and miraculously, the flesh is too.


Creative Agency: FCB Inferno Ⓦ
CCO: Al Young
Creative Director: Bryn Attewell
Creative: Raymond Chan / Simon Cenamor
Senior Acc Handler: Hollie Loxley
Strategist: Nicola Willison
Planner: Vicki Holgate
TV Producer: Ally Mee
Film Production: Somesuch
Director: Kim Gehrig Ⓦ
Producer: Lee Groombridge
Post Production: Andrew McLintock / Adam Sargent @ Framestore
Grade: Framestore
Sound Design: Wave
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