This Viral Ad Is Challenging Gendered Assumptions About the Women’s World Cup
Ahead of the 2023 Women's World Cup, a French commercial is challenging gendered assumptions in the world of soccer.
It opens like so many sports ads do, with fast-paced clips that showcase athletic feats as intense music soars. At first, the video appears to center on French men's soccer stars Antoine Griezmann and Kylian Mbappé, who play for the team Les Bleus.
"Fantastic, what a beautiful team!" an announcer exclaims, as the commercial cuts to a montage of elated, cheering fans. "This is the football we love!"
Then the screen cuts to black, accompanied by the text: "Only Les Bleus can give us these emotions. But that's not them you've just seen."
The ad then reveals that the pulse-pounding action came courtesy of women's soccer stars, on whom male soccer players' faces had been imposed in an elaborate deepfake.
"When we support les Bleus, we support les Bleues," the ad's closing words read, referencing a popular nickname for the French women's national team.
Originally released in June to promote this year's Women's World Cup, the commercial refutes the misogynistic trope that women's soccer isn't as exciting or impressive as men's, a statement that led the video to go viral across social media over the past week.
The 2023 Women's World Cup, which kicks off Saturday, July 22, in Australia and New Zealand, is also shaping up to be one of the queerest sporting events in recent memory.
According to an Outsports report published today, a record 94 openly queer and trans athletes are set to compete at this year's Women's World Cup — that's 13%, or 1 out of every 8 players.
"It's a testament to how far major international women's sports have come on the presence and acceptance of LGBTQ+ athletes, as many of these athletes are stars in their countries and haven't felt the need to have a big 'coming-out' moment," the report notes. "Others have embraced the opportunity to ensure people across their country, and around the world, see them for who they are."
Australia has the most out players, with 10 openly queer athletes representing over 40% of the national team. Brazil, Ireland, and Sweden follow closely behind with nine, nine, and eight openly queer players, respectively.
This year, two iconic queer players will also participate in their final World Cup. Brazilian soccer legend Marta, who is openly gay, will play her sixth World Cup, while American soccer star Megan Rapinoe will play her fourth .
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