AXA's film, "Kicking Cancer: The World's Toughest Football Team," is the leading emotionally-engaging advertisement during Euro 2025 according to DAIVID's data. The nine-minute documentary focuses on women cancer survivors whose recovery journeys involve walking football. It achieved a 60.2% positive emotional response rate, surpassing the average by 24%. Key emotional responses included high levels of empathy and hope. The ad also garnered the third-highest attention levels among campaigns tested, indicating significant viewer engagement and emotional resonance.
The nine-minute documentary-style video "Kicking Cancer: The World's Toughest Football Team" attracted the most intense positive emotions of any ad campaign linked to the women's international football tournament so far.
AXA's film, which tells the real stories of several women's cancer journeys and how walking football has helped in their recoveries, generated intense positive emotional responses from 60.2% of viewers.
Key emotions generated by the ad include empathy (+379% above average), sadness (+235%), admiration (+144%) and hope (+142%).
Despite its long running length, the ad attracted the third highest attention levels of all the campaigns tested and 18.7% more attention in the final three seconds than the industry average.
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