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6 June 2019

Direct Action

by Syd Briscoe

FIFA: “Cliches” - 1 min 34s

FIFA tackle sporting ad cliches in this combative film for the Women's World Cup. Players address the camera directly as they go about their daily lives - which, unlike their male counterparts at the same level, involve day jobs, public transport, and carving out time for training around family life.

Marc Corominas's film offers an interesting insight into the enduring difference in both pay and attitude when it comes to women's vs men's football. While the men are paid six figure sums to fake injuries in front of millions, these women have to fight twice as hard for not nearly half the recognition.

It's also a bold stance for the campaign, and a shrewd move as social justice movements see women increasingly demanding, rather than asking, to be treated equally in all areas of life - whether their workplace is an office or a pitch.

Director: Marc Corominas Ⓟ Ⓦ (HunkyDory Ⓟ Ⓦ)
Cinematographer: Agustín Claramunt

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