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Passion has no gender

The new 'Power of Connection' ad to overcome gender stereotypes.

07/13/2023 - 08:00 AM

At TIM we want to be leaders of a cultural change that can no longer be postponed: ensuring that men and women have the same rights and opportunities in every aspect of their lives. That is why we support gender equality with activities in our organisation but not only. We also do this by using strong and visible messages when we communicate with our customers.  It is with this goal in mind that we have created a new chapter in the "La Forza delle Connessioni" (The Power of Connection) campaign featuring the athletes of the women's national football team, of which TIM is a Top Partner, and who will soon be playing in the Australia-New Zealand World Cup.

For many, football is a male sport but dreams, commitment and courage have no gender. Passion is unstoppable, and when it takes shape it can become a symbol and a possibility for everyone. This is why TIM supports those who decide to freely choose their dreams, break the mould and build a world in which everyone has the same opportunities, just like the Azzurre have done by achieving goals that were unthinkable a few years ago.

Even within our organisation we are working to build equal opportunities between women and men. We are doing this with projects, training tools, by spreading awareness, finding new balance in managerial positions, and supporting Women Plus, a project that we will be launching in the coming months in collaboration with many other businesses in the Italian manufacturing world, to actively support the achievement of gender equality in all professional contexts.

At the centre of the story of our new ad, directed by director Cinzia Pedrizzetti, is a young girl, a fan of the women's national team who, driven by passion, finds the courage to follow her dream of becoming a professional footballer by overcoming the prejudices that can still be a difficult obstacle to overcome in sports.

Måneskin's hit 'The Loneliest' is the soundtrack to the commercial, which is being aired on major TV stations, the web and social media.