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Company: Kick It Out
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Brand: Let's Kick Racism out of Football
Ad Title: Kick Homophobia Out of Football
Business Category: Sports/Athletics/Fitness/Sporting Goods
Media Outlets: Television
Country: United Kingdom
Region: Europe
Agency: Ogilvy & Mather Worldwide
Year: 2010
Target: Mainstream


Consciousness Raising

Theme Breakdown

AdRespect Score: 
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This 2010 British ad was produced in a joint effort by The Football Association and the Kick It Out organization as part of the Let’s Kick Racism Out of Football campaign. The ad is aimed at raising awareness of and tackling homophobic abuse in football. The ad begins with a trench-coat-clad man picking up a newspaper at the corner newsstand. As he throws change at the vendor he also hurls characteristically pejorative slurs aimed at gays -- in this case “queer scum.” Upon entering a relatively crowded train he continues his tirade referring to a perfect stranger as an ‘ass-bandit’ and ‘faggot’ for seemingly brushing his leg. The final scene follows the man through the office where he calls various co-workers other derogatory terms in an increasingly combative manner. Finally we see him enter the lift and begin to shout a typical British fight song sung during football games. As the doors close “This behaviour is unacceptable here” flashes across the screen and we see him at the game shouting the same insults at players with another overlay this time “So why should it be acceptable here?” While the ad stirred controversy in the UK upon its release for the offensive language deployed throughout, it received a 100% score for its consciousness raising aim.


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