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Keep Footy Beautiful web film
Posted by Gavin Lucas, 31 May 2011, 11:26 Permalink Comments (15)
When a ref has a decision to make on the football field, it's de rigeur these days in the professional game for players to gather round and vent their spleen, often using foul and abusive language. Last week agency BETC London released this web film designed to address an increasing lack of respect shown to referees and other match officials in professional football.
The film, written and created by a group of fathers working in the advertising industry, shows a class of school children respond aggressively and abusively to a teacher. The idea is that the film prompts viewers to sign a pledge with the following copy that appears at its end: "Millions of kids watch the beautiful game every week. Now players, managers and parents can sign a pledge to help set a better example."
"It is appalling how rife awful behaviour has become in the game," says Matthew Charlton CEO at BETC London. "We see everyday how it influences our impressionable kids and it occurred to us that we were in a position to do something about it."
More info about the campaign can be found at facebook.com/KeepFootyBeautiful
Keep Footy Beautiful credits
Client: Matthew Charlton, CEO, BETC London
Director: Johnny Maginn
Production Co: Mustard Films
Producer: John Doris
Editor: Simon WiIlcox
Post production: Golden Square
Sound design: Pure Soho
DoP: Darren Tiernan
15 Comments
we'd need this in italy too!
2011-05-31 12:08:43
I can see their point but to be honest that just brings back old school memories!
2011-05-31 12:32:45
While it's a nice thought, I have mixed feelings. The passion and fury that you see in the game is part of it. It won't feel the same if everyone was SO nice to each other.
2011-05-31 12:53:01
Kids' paintings are subjective; refereeing decisions should be objective.
When FIFA gets its sorry arse around to bringing in video technology, then most of this behaviour will dissipate.
Tim
2011-05-31 14:56:56
Despite not being a football fan, I must say that Diego's above comment has a sure point.
Clever video though.
2011-05-31 15:08:41
Totally agree with Tim. Kind of a pointless ad.
The problem is the FA. Video technology for top flight, tougher reffing and enforcing of the law about gentlemanly conduct ...equals problem solved.
Anyone who talks to the ref like that should be sent off.
2011-05-31 15:17:34
Top level players get let off far too lightly for showing dissent. Look at international rugby. You'd never see the refs take so much flak. Show a few more red cards and it'd soon die down.
2011-05-31 15:30:02
Rugby is a great example of respect for refs. It's once in a blue moon you see their decision questioned. But as Tim points out, video technology could help dissipate this behaviour. Maybe that's why rugby has the dicipline, or that maybe they are just more repectful?
Bet the kids in this video loved the chance to swear on video though!
Nice idea.
2011-05-31 15:57:36
Some great comments already made.
I too think video tech is well overdue for the football league.
I think players show too much dissent to refs (should be stamped out).
I think players are too foul mouthed, and are a bad example to our children.
For this reason the ad works IMHO.
2011-05-31 16:46:43
Passion is one thing. Abuse is another.
2011-05-31 16:47:09
Brilliant and long overdue.
Well done.
Tim - it's about respect for the person on charge.
2011-05-31 23:15:21
sepp blater resign, now!
2011-06-01 00:03:59
Ugh.. All I see when watching this is a bunch of 35 - 45 year old Ad men round a table saying 'Let's get a bunch of school kids to say fuck off to their teacher - that'll grab attention, it'll definitely go viral'
2011-06-01 10:38:16
Nice idea but perhaps they should have started with a film highlighting the behaviour of parents on the touchline at Sunday morning football.
2011-06-01 11:06:05
I am an under 9 football manager and a graphic designer.
I think that the point everyone misses, not just in football, is that it is more about PARENTING.
Why do we always pussy foot around the main issue. Bad parenting leads to bad behaviour.
Kids also learn how to abuse people in their homes, watching their parents swearing at the ref on the TV.
Yes, many footballers are abusive to referees and other players, and the FA are far too soft on them.
Stricter discipline from the FA, UEFA and FIFA, bring in video technology for fairness, more power for teachers in schools, and most importantly better parenting – this is what will help.
This ad is not helping in any way. I'm not sure that anyone who it is actually addressed at will watch it anyway, and if they do they will only make fun of it.
The FA Respect campaign videos are better and are a good idea, but without real backing from the FA, UEFA and FIFA as stated above, the effort here is wasted.
Sorry to be negative, but you have to look at the bigger picture.
2011-06-01 19:21:57
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