Channel 4’s £1m Diversity in Advertising Award-winner EA SPORTS launches new FIFA 21 TV campaign


Channel 4

The campaign highlights the lack of British Asian representation in professional football and celebrates the grassroots football team: the Midnight Ramadan League
The TV ad, created in partnership with adam&eveDDB, features Premier League star and newly signed EA SPORTS FIFA Ambassador, Hamza Choudhury, championing the game-changing impact of role models on future generations
Research shows only 0.25% of the UK’s 4,000 professional footballers are British Asians
The TV ad campaign from Channel 4’s £1m Diversity in Advertising Award winner, EA SPORTS, will launch tonight (23.04.21) during smash-hit show Gogglebox.

The leading games publisher’s new campaign for FIFA 21 explores the Midnight Ramadan League; a grassroots football team set-up to help those who struggle to play during their Ramadan fast, with matches kicking-off after Iftar and before Suhoor.

Directed by Bassam Tariq and produced by Pulse Films, the advert tells the story of Qaiser, a British Asian teenager and role model to his younger sister, Aaminah. After breaking his fast, we follow Qaiser as he leaves the family home late at night before arriving at the Midnight Ramadan League pitch. Following a robust tackle that knocks Qaiser to the floor, we see Leicester City midfielder and his role model, Hamza Choudhury, lift him up off the pitch before taking the ball and scoring a goal. The advert concludes with Qaiser arriving back home, exhilarated by the game and explaining the night to his excited younger sister.

Source Channel 4

April 26, 2021 5:00am ET by Channel 4  


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