The FA (Football Association) Respect Advert "Respect The Technology"

The FA has launched a new advert to remind people about the importance of Respect in our national game. The film looks at the potential of ‘corrective’ technology – think ED209 from Robocop - to deal with the problems of raging touchline parents, the loss of referees, foul mouthed players or abusive managers.
The Respect program was launched in 2008 and although there is much still to do, after five seasons across all levels of football on field discipline has improved, assaults on referees have fallen, 5,000 more match officials have been recruited and the environment of children’s football has improved.

Dermot Collins, The FA’s Respect Manager, said: “The application of technology is an ongoing discussion in Football. This film takes a light hearted look at how it can be applied to improving behaviour in the Grassroots Game but ultimately the solution is in our own hands. We all have a part to play.”


Credits
Advertising agency: Man+Hatchet (http://www.manplushatchet.com)
Creative Director: Henry Cowling
Senior Creative: Rob Wakefield
Creative Team: Phil Lethbridge, Barry Fearn
Account Director: Simon Oldridge
Account Manager: Sophie Kay
Production Company: Man+Hatchet
Producer: Simon Sanderson
Director: Will Tribble
SFX: Chris Green
VFX: Tony Lymboura
Concept artist: Robert Cheetham