David Reviews

 Biting the hand that feeds us since 2002.

Sport England
"This Girl Can"
90s
12 January 2015
UK Lobby Groups

This 90-second spot is - to our minds - one hell of an achievement. Aimed at encouraging more women to just shrug off their self-consciousness and go exercise, it features an array of all shapes and sizes revelling in the sheer pleasure of what their own bodies can do. Breasts sway, bellies jiggle, thighs dimple - and guess what: it looks normal. More than that, it looks joyous; liberating; fun.

The tone is set from the very start where we see a well-upholstered swimmer ping her bikini bottoms into a more comfortable position as the iconic opening notes of Missy Elliott's 'Get Ur Freak On' kick in.

It's an inspired track choice - you can't not respond to it. That repetitive motif gets under your skin, and all too soon it's plucking at you from the inside, making your muscles twitch and your fingers tap. You find yourself wondering why you're not - at this very moment - part of the exuberance you're witnessing onscreen.

Mrs DAVID has been meaning to get back into the pool after a long hiatus of lazy intention, and this is just the thing to spur her on. The ad is a brilliant, life-affirming celebration, and to ignore its call is to be ungrateful for whatever physical freedom we have. The spirit is willing, and miraculously, the flesh is too.

Pet Plan
"Jobs"

Chris said:

intrigued now... what bizarre and obscure illness? my money is on catalepsy. Great ad, love the "hard to explain" line


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Sport England
"This Girl Can"
90s
12 Jan 2015
This 90-second spot is - to our minds - one hell of an achievement. Aimed at encouraging more women to just shrug off their self-consciousness and go exercise, it features an array of all shapes and sizes revelling in the sheer pleasure of what their own bodies can do; and the use of Missy Elliot's 'Get Ur Freak On' is genuinely inspired.


David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.