The Football Association 'respect' by Contentment Worldwide

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The Football Association is launching the next stage of its "Respect" programme with a 90-second film featuring the actor Ray Winstone.

Created by the branded entertainment specialist Contentment Worldwide, the spot features Winstone playing two roles.

The first is a demented soccer dad, who gives relentless abuse to a referee and to his own ten-year-old son for making mistakes.

The second is a cool alter ego, who warns that this type of behaviour will lead to the destruction of football.

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Released: 16 March 2009

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Credits

Project
Respect campaign
Client
Bev Ward, marketing manager, Football Association
Agency
Contentment
Brief
Promote the FA's Respect programme
Writer/art director
Theo Delaney
Director
Theo Delaney
Production company
Contentment Worldwide
Editor
Simon Hargood, The Quarry
Post-production
Rushes
Audio post-production
Wave
Exposure
Online, on-screen at Wembley Stadium

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