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27 April 2021

Eastern promise.

by Andrew MacGregor



FIFA 21: “Midnight Ramadan League” - 60s

Leicester City midfielder Hamza Choudhury stars in this 60" commercial from EA Sports—the latest Channel 4 Diversity In Advertising Award winner. Keen to salute those who juggle religion with football, the brand highlight Birmingham’s Midnight Ramadan League.

'Mogul Mowgli' director Bassam Tariq tracks one devout Muslim from an evening meal to the local football pitch. It's a late, late kick-off, but none of the players—including British Asian trailblazer Choudhury—mind a jot.

The sights and sounds of Birmingham at night are vividly captured by Tariq, offering a welcome twist on FIFA 21's Day-Glo colour palette. Grassroots competition is also a welcome palate cleanser after the European Super League debacle.

However, EA's involvement may also rile those who consider in-game purchases (or, erm, surprise mechanics) a form of gambling. Have the brand scored at both ends?


Creative Agency: adam&eveDDB Ⓟ Ⓦ
CCO: Richard Brim
Creative: Genevieve Gransden / Selma Ahmed ♀ Ⓟ
Agency Producer: Hannah Needham
Film Production: Pulse Films Ⓟ Ⓦ
Director: Bassam Tariq Ⓦ
Cinematographer: Ben Fordesman
Production Designer: Drogo Michie Ⓦ (Lux Artists Ⓟ Ⓦ)
Post Production: Time Based Arts Ⓟ Ⓦ
Sound Designer: Jack Hallett @ Factory Ⓟ Ⓦ
Audio Producer: Lucy Spong @ Factory Ⓟ Ⓦ

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