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Zijkant – Equal Pay Day: The Umbilical Cord & sports (2022) :60 (Belgium)

The soundtrack to this, at the start of the ad, is quite brilliant. 

Six former Belgian champions, hammer thrower Kathleen De Wolf who was a six-time world champion, pole vaulter Karen Pollefeyt who won 5 gold medals at the Belgian championships, hurdler Vita Van Belleghem who is a several times Belgian champion all-around, synchronized swimmers Genevieve Michils and Alexandra Baes who won Gold at the World Championship Masters Syncro, and gymnast Ellen Grillet who won bronze at Belgian championship star in this rather bizarre looking ad. As they try to continue their sports, they have their children literally still attached to them, via the umbilical cord. While this is treated with a bit of humor, as Kathleen De Wolf hammer throws her own kid via the umbilical cord, the symbolism is quite serious.

Motherhood literally holds women back. After they have their first child, mothers find it difficult to balance their work and life. Many working mothers switch to part-time, or freelance jobs, while also running the household. This makes them miss bonuses and promotions, which in the end makes the "pay gap" also become "the pension gap".

Ad Agency: Mortierbrigade, Brussels
Production: Czar Film
Director: Lionel Goldstein
Executive Creative Director : Joost Berends
Creative: Thomas De Boeck
Creative: Jannis Min Jou
Producer : Maarten De Sutter
Executive Producer: Eurydice Gysel

CEO: Jens Mortier
Brand Design Director: Philippe De Ceuster
Creatives radio : Nicolas Gaspart, Fred Zouag
Strategy: Laura Deknock
Head of production: Charlotte Coddens
Lead Producer: Margaux Mariens

Cross Media Designer : Vito Latorrata

Photo: Koen Mortier

Production: Czar.be
Director: Lionel Goldstein
Executive Producer: Eurydice Gysel
Producer: Maarten De Sutter
DOP: Grimm Vandekerckhove
Art Direction: Tanker
Editor: Stijn Deconinck
Grading: Olivier Ogneux
Online: Robin De Praetere
Post Production: Czar
Post Producer: Bieke De Keersmaecker
Soundmix: Raygun
Music: Poor Mum by Molly Drake ©️ Domino Publishing

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