FIFA 21 launches the "Channel four Range in Promoting" promoting marketing campaign

The latest ad, created as part of Channel 4's annual Diversity in Advertising Award, which will receive £ 1 million commercial airtime funding for the winning campaign, has been launched. This time around, attendees were asked to launch campaigns that focused on authentic representation of British Black, Asian and ethnic minority groups in television advertising, something that was generally lacking in new research commissioned by 4Sales.

The winning campaign for FIFA 21 consists of the Birmingham-based Midnight Ramadan League, which was founded in 2018 to help those struggling to play fast during their Ramadan. The games begin after Iftar and before Suhoor. It also plays the Premier League star and newly signed EA Sports FIFA Ambassador Hamza Choudhury.

The ad is in response to research showing that British Asians are significantly lacking in professional football and disproportionate to the general population. British Asians make up only 0.25% of the 4,000 professional footballers in the UK.

In order to create an authentic ad, the team working on it was chosen based in part on their understanding of Muslim culture. "We made a conscious decision to work with people who have an experienced and nuanced understanding of the culture and community we are celebrating," says Selma Ahmed, Senior Creative at adam & eveDDB. “From director Bassam Tariq to music composer Ben Khan. It's a real testament to the power of having different voices and perspectives in the industry so that we can tell these stories the way they deserve to be told. "

"Never in my wildest dreams would I have thought that I would ever shoot such an unapologetically Muslim commercial with my co-religionists and brothers in the faith," comments Bassam Tariq. "It wasn't enough that we worked closely with Midnight Ramadan League co-founder Obayed Hussain, but we prayed, broke bread and drank a lot of chai together. It's an honor, not just for the people of Birmingham , but also working on such an important commercial for myself as I build on my own experiences of what it means to be Muslim and Asian. "

The TV ad winner is part of a wider EA Sports campaign to promote British-Asian football talent, titled Inspire The Next Generation. The brand has unveiled a number of initiatives including a comic by Choudhury documenting his upbringing as a British Asian and his journey to becoming a professional footballer. It is distributed to Premier League Primary Stars and Show Racism the Red Card schools.

EA Sports has also released a range of bespoke limited-edition in-game assets inspired by FIFA 21 Midnight Ramadan League, which will be available in FIFA Ultimate Team through April 29th.

Agency: adam & eveDDB
CCO: Richard Brim
Creative Directors: Genevieve Gransden, Selma Ahmed
Production company: Pulse Films
Director: Bassam Tariq