UEFA Women’s Euro 2025 Ad continues football’s winning campaign run
ITV Creative has added its name to the organisations pulling off iconic football campaigns, this time featuring Lioness Ella Toone.
ITV Creative has launched an engaging promotional film for the UEFA Women’s Euro 2025, set to take place in Switzerland from July 2, 2025. The advertisement celebrates the rich history of women’s football, with England Lioness Ella Toone among the familiar faces helping bring emotional and cultural resonance.
The 60-second ad, titled ‘A Journey Through the History of Women’s Football’, weaves together archival footage and modern highlights to showcase the evolution of the sport, from its early struggles to its current prominence.
Toone, a key figure in England’s 2022 Women’s Euro triumph, stars as the narrative anchor, symbolising the new generation of players carrying forward the legacy of the game. The advert also includes a nod to Wales’ Ffion Morgan, a Bristol City player, highlighting the growing presence of home nations in the tournament.
Created by ITV’s in-house agency, ITV Creative, the film is part of a broader campaign to build excitement for the tournament, which will see England defend their title as reigning champions.
ITV, in partnership with the BBC, will broadcast every match of the 16-team tournament, with the final on July 27, 2025, airing on both networks. The coverage will span ITV1, ITV4, and ITVX, ensuring fans have access to live action, highlights, and analysis.
Our take
ITV’s ad holds its own among recent efforts in what’s becoming a creative Renaissance in football advertising.
Mixing live action, CGI, VFX & AI, the ad tells the story of the women’s game through quick fire cuts and creative use of technology, and yet the humanity and passion of the subject matter remains intact.
An impressive effort.
Credits
Production Company: Private Island
Director: Chris Boyle
DOP: Pieter Mattheus Snyman
Edit & VFX/Gen AI: Private Island
Exec Producer: Helen Power
Producer: Áine O'Donnell
Sound Designer: Ellis McGourlay
Colourist: Alex Gregory
ITV Creative:
ECD: Tom Houser
CD: Fred Rodwell + Mat Rees
Creatives: Rachel Tweedy & Jamie Chang
Head of Production: Katie Burrows
Agency Producer: Luke Fraser
Head of Strategy: Tatiana Jezierski
Strategist: Alex Orton
Head of Marketing: Simon R.
Marketing Leads: Jamie Criswell, Molly Parkhill
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