Enchanté gender equality?

By on Thursday, July 20, 2023

The recent football campaign by the French company, Orange, presents itself like any other glorious highlight reel. Blokes and their epic skills on the pitch, following the glory of each goal and the joy of the team’s success with pubs full of cheering fans.

This video features famous players such as Mbappe and Antoine Griezmann. A slightly heart-warming ad but mainly lacking lustre as we’ve seen it before leaving the viewer rather emotional unimpacted.

However, nearing the end of the ad it’s actually not all over, text on screen appears saying “only les bleus can give use those emotions” but AI has fooled us again. It is soon revealed that ‘it’s not them you’ve just seen playing’, but DeepFake edits of les Bleues. The men’s team’s faces have been superimposed onto les Bleues, the female football team, the players actually being Sakina Karchaoui and Delphine Cascarino.

This clever campaign challenges gender stereotypes, showing the sport’s awe inspiring and captivating nature is not limited to male players.

So allez! Watch the Women’s World Cup!

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