Cannes Lions

PITCH SIDE ETIQUETTE

AGERBÆK REKLAMELYD, Billum / DANISH FOOTBALL ASSOCIATION / 2009

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In Denmark, there are problems with football fans beiing very rude in their language on football fields. This problem also affects playing fields, when dads watch their sons play. They shout rude stuff towards the other players and at the referee, but these guys dont talk like that at home or at work. Why then on a football field?Therefore we wanted to show the same rude language on the radiospot to create a debate.The voiceover we use, is the number one football TV commentator in Denmark. That gives the spot great credibility and respect to a Danish football fan.We have less strict rules about swearing in commercials than some other countries. But that doesn’t mean that every commercial has swearing in it! But in this special case, the swearing is the whole key to attention in the target-group.By using this kind of language, we knew we would get their attention, otherwise it would only sound like an infomercial.We wanted them to be really embarrassed about, the way they behave. The swearing catches their attention, and the boy makes the embarrassment in a serious way.That’s why, we used the 'real' language heard on the playing field, and it's really not exaggerated.The problem with that kind language on football fields is relevant in almost every country and you could run this ad almost everywhere - there’s always people behaving badly in front of kids.

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