The Football Association 'respect' by Contentment Worldwide

Ray Winstone...stars in new FA ad
Ray Winstone...stars in new FA ad

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.