Kick It Out Unacceptable Homophobia

The Football Association and Kick It Out have released “Unacceptable”, a TV advert aimed at raising awareness of and tackling homophobic abuse in football in the UK. The film depicts gay abuse in everyday life set against similar abuse against players and officials inside a football stadium. The campaign has drawn criticism from people concerned about the encouragement of copycat behaviour. However significant players in the British gay community have backed the ad. Kick It Out director Piara Powar argues, “A film of this kind cannot by itself solve the problem of homophobia in football. It can only be the start of a wider public campaign to tackle homophobic attitudes, abuse and harassment. We are confident the film is the kick-start we need.” The ad contains gestures and language some viewers may find distressing and offensive.

Kick It Out Unacceptable Abuse

Click on the image below to play the 90 second version in YouTube


The Unacceptable campaign was developed pro bono at Ogilvy, London, by creative director Will Awdry, art director Andy Bird, copywriter Sue Higgs, agency producer Charlotte Lawrencce, account manager David Sewell, artwork and endframe by Mark Osbourne, working with Piara Powar and Danny Lynch from Kick It Out.

Filming was shot by director Walter Stern via Academy Films with executive producer Lizie Gower, producer Juliette Larthe, director of photography Daniel Landin, and production manager Chris Massey.

Editor was David Webb at Final Cut, London. Post production was done at Framestore, London, by post producer Simon Gosling, telecine/colorist David Ludlam, smoke online editor Paul O’Brien.

Sound was designed by Parv Thind at Wave Studios, London.

The actor is Paul Popplewell, represented by Richard Gibb at Curtis Brown.