The video was one of several ads featured in an ad campaign that aired on CBS Sports Network on Thursday night, in which the network’s marketing team had been working with a female athlete and a sports apparel company to promote their product.
The female athlete is wearing a pink, white and blue sports cleat that features the hashtag #HollywoodHype, a reference to the recent movie starring Scarlett Johansson.
The brand’s marketing director, Stephanie Johnson, told Sports Illustrated’s SportsBeat that the ad was meant to encourage viewers to take the time to watch the movie, which is set in Los Angeles.
“You’re going to see it on TV, but it’s going to be something special,” Johnson said.
“I’m not talking about a ‘Hollywood Hype’ type of campaign, but something that is more focused on people going into the movie and seeing it and getting their entertainment fix.”
The campaign also includes a shot of a woman in a sports helmet, which she holds in her right hand and the caption: “If you’re in a movie and want to feel like you can breathe, look at these women.”
The brand had previously featured a woman on the back of a sports shoe wearing a sports cleats with the hashtag “#HollywoodDicks” to encourage people to pay attention to the movie.
The hashtag has become so popular, it has become a trending topic on Twitter.