"The Social Swap"

13 September 2023

60s

The Ugly Game

Heineken have become well known for their experimental commercial stunts, and this time they take on social media to make a serious point. Addressing the issue of sexism in football head-on, the brand asked former players and pundits Jill Scott and Gary Neville to swap accounts, but otherwise continue posting about the game as normal. The results will surprise absolutely no one.

Despite the huge successes of the British Lionesses over recent years, negative attitudes towards women in football are evidently baked into the sport's core fanbase. While Neville (seen as Scott) received taunts to "get back in the kitchen" and "focus on the girls' game", Scott (as Neville) was praised for being rational, knowledgeable, and an overall expert.

The wider campaign sees the pair further expand on their experiences, with Scott sharing just some of the hurdles she's faced in her career, and Neville lending both personal and professional support to amplifying women's voices. So while the hero film is presented as a chat between colleagues, there's a depressingly familiar - but robustly addressed - undercurrent of ongoing prejudice which must be soundly shut down at every opportunity.

UK

Lagers