JWT and MTV create evocative spot to tie in with World Cup

JWT and the MTV Europe Foundation, a registered UK charity closely affiliated with MTV Networks Europe, have created an evocative and powerful spot highlighting the trafficking of women and girls for forced prostitution during the World Cup.
MTV will launch the spot globally this week, and is offering it rights free to any broadcaster worldwide in 17 language versions.
The spot features a typical boisterous football match where men in the stands cheer and laugh at a naked female streaker running across the pitch who is then eventually dragged off.
It then goes back in time to immediately before she runs out of the tunnel and onto the pitch. A man and a woman are seen in the tunnel treating her very roughly, demanding that she strip and run onto the field, and threatening her and her family with violence if she does not. Finally, one pushes her down the tunnel toward the pitch. The screen goes to black, the spot goes silent, and the words “Still Cheering?” appear on screen, followed by the fact that “Thousands of women and girls will be trafficked into Germany during the World Cup and forced into prostitution.” This unfortunate issue is due to an increase in demand for prostitution caused by hundreds of thousands of football fans descending upon Germany throughout the month.
The MTV ‘Streaker’ World Cup spot seeks to raise awareness of this fact specifically with football fans, as well as to generally alert people to trafficking and sexual exploitation. The spot is funded by the Swedish International Development Cooperation Agency, Sida, and the International Organization for Migration, with creative and production services provided pro-bono by JWT.
Nick Bell, Creative Director at JWT, commented: “Once in a while this business offers the opportunity to do something significant for a worthwhile cause. This is such an opportunity and I would like to publicly credit Dominic Murphy and everyone involved in this project for movingly capturing the horrific nature of this issue.’’
(GB)