The financial services company is levelling the playing field with a new spot to kick of the Barclays FA Women's Super League.
The ad begins with a schoolgirl watching her male peers playing football, before discovering a long list of different opportunities for history to be made through the female game, such as posters, statues, stadium wings and headlines. After a moment of reflection, the footy fan takes to the pitch with her friends, spurred on by the question "what are you waiting for?"
Barclays' campaign also features a print partnership with The Sun and sponsorship activations at Stamford Bridge and Etihad stadiums during the opening weekend of the season.
This comes as part of Barclays' plans to give all girls access to football in schools by 2024. The work was created by Ric Blank and Calum Langley, and directed by Tom Green through Stink Films.