The British Medical Association this week unveils a tough anti-boxing
film that challenges the legitimacy of the sport in the run-up to the
heavyweight title fight between Mike Tyson and Evander Holyfield.
DMB&B created the commercial in a project initiated by the art director
and copywriter, Tim Brown, who approached the BMA with the idea for the
film.
The 60-second spot uses the analogy of a game of conkers. It starts by
showing lengths of string being wrapped tightly around two fists, as the
players prepare for the game.
In silhouette, two conkers on strings smash against each other in slow
motion, accompanied by commentary of a boxing match. As the losing
conker is knocked off its string, the scene is lit to reveal that the
game is not being played with conkers, but with human brains.
The film will be shown at 100 cinemas in major UK cities using spots
donated by Pearl and Dean and Cinema Media. Its airing coincides with a
string of major boxing matches, with Nigel Benn, Prince Naseem and
Lennox Lewis scheduled to fight in the next few weeks.
Nigel Duncan, head of communications at the BMA, said: ‘We are delighted
with the film. Boxing is the only sport where the main strategy is to
reduce your opponent to a state where he can no longer stand or defend
himself.’
The commercial was directed by Pat Holden at Blink Productions.
