NEWS: DMB&B and the BMA highlight brutality of boxing with cinema ad

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.

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.



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