“You bring the grit. We bring the stuff.” When it comes to memorable ad lines, this one sits on the top tier.

The campaign, The Grit, is by adam&eveDDB for Amazon to mark the brand’s first ever major pan-European sports sponsorship of UEFA Women’s Football. This first spot highlights the confidence and self-assurance that comes from playing football (as well as positioning Amazon as the place for getting everything you need to play). The energy of the fast-cut sequences is underlines by the 1950s track, Sweet Old Fashioned Girl, by Teresa Brewer.

The Grit is the first work from adam&eveDDB for Amazon and the first commercial by BAFTA-nominated director Molly Manning Walker. 

Jo Shoesmith, VP Global Chief Creative Officer at Amazon, commented, “A genuine commitment to lived experiences sits at the heart of the campaign. Amazon worked with experts in their field, with Manning Walker, who is also co-founder of UK based football team Babe City FC, Andy Ansah, former professional player and sports-on-screen consultant, and This Fan Girl, a football creative consultancy agency, to show the breadth of the game across Europe, with a diverse casting of players across levels of skills.

“Across Europe, we have seen the huge surge in support for the women’s game, from record crowds to an upsurge in grassroot sign-ups. The excitement around the game is palpable, and we recognise the halo effect that this has on women and girls, helping unleash their confidence, on and off the pitch. Our campaign aims to elevate the players, and emphasises talent over adversity, highlighting that while the items they pick are essential for powering the game play, it’s the player’s dedication and passion that make the game what it is.”

Rick Brim, chief creative officer, adam&eveDDB, added, “This is our first campaign working with Amazon and we couldn’t be happier with the result – a campaign which shows women’s football in all its confident grit and glory, supported by an incredible range of Amazon products from shin pads to ice baths. It was a pleasure and a privilege working with the entire team, and we look forward to seeing the sponsorship evolve.”

The campaign is running across the UK Austria, Belgium, France, Germany, Ireland, Italy, Netherlands and Spain and covers broadcast TV, video on demand, cinema, online video, social and digital out of home. Amazon will also unveil an extended 60-second edit during the FA Cup Quarter Final on March 16. It coincides with Amazon’s launch of its new Women’s Football Store.