In this ad spot entitled 'Security Moms (Mães Seguranças),' advertising agency Ogilvy Brazil brought in the mothers of violent Sport Club do Recife fans in order to tame the usually rowdy crowds. The emotional and poignant ad aims to highlight that even the toughest 'bad boys' always respect one person; their mother. The spot captures the moms of 30 particularly violent fans patrolling at a Sport Club do Recife home game against rival team Nautico, a match up that has a history of brutality.
Given the issues surround violence at Latin and South American football matches, this powerful ad is sure to remind individuals that fighting at such events effects more than just themselves. This dynamic Sport Club do Recife commercial, released just ahead of Mother's Day 2015, uses the connecting power of emotion to engage audiences in good will.
Motherly Soccer Match Security
Ogilvy Brazil Had Moms Patrol a Sport Club Do Recife Match
Trend Themes
1. Emotional Appeal in Security - Using emotional connections to security in advertising could be a trend to explore in multiple industries.
2. Community-led Crowd Control - Community-led crowd control initiatives could trend in the sports, entertainment and public safety industries.
3. Humanizing Tough Issues - Humanizing seemingly tough or dire situations through adverts can be a trend in activism and social awareness campaigns.
Industry Implications
1. Sports - Sports venues and organizers could create community-lead initiatives that could help in keeping crowds calm.
2. Entertainment - Entertainment organizers could explore using emotional appeals in security to create safe environments.
3. Public Safety - Public safety departments could use creative and emotional programming to engage with communities and reduce violence.