This campaign is the first I've seen for the WPS that looks like it was designed by people who play and/or watch the sport. Previous publicity for the women's game seemed aimed at parents looking for a family-friendly activity on their weekend afternoons.
The new campaign for the 2010 WPS season features game highlights, rapid editing, and a rousing, militaristic score. It's actually quite traditional - when promoting men's sports. The nearest that an ad for women's soccer has gotten to this one was a Gatorade commercial, featuring Mia Hamm and Michael Jordan. One of the neat twists about this new concept: It centers on defense, and luxuriates in images of toughness.
Defend Your Turf
Accompanying this ad is a series of team-specific billboard projections. Like:
Defend Your Freedom
I can't get enough of this bill board projection of Megan Rapinoe - especially when she heads the ball into the air - as the ball goes off the screen, plaster and ceiling tile falls from the sky as if she's sent the ball "through the roof."
I look forward to more unapologetic publicity that foregrounds the strength, ability, aggression and competitiveness of the female athlete. Bravo to the WPS for getting this one right.