Title	GLADIATOR FOOTBALL
Brand	CANON
Product/Service	CANON
Category	A03. Household, Home Appliances & Furnishings, Home Electronics & Audio-Visual
Entrant Company	J. WALTER THOMPSON London, UNITED KINGDOM
Advertising Agency	J. WALTER THOMPSON London, UNITED KINGDOM
Media Agency	PHD MEDIA London, UNITED KINGDOM
Production Company	ACADEMY FILMS London, UNITED KINGDOM

Name	Company	Position
Russell Ramsey	J. Walter Thompson	Executive Creative Director
Adam Scholes	J. Walter Thompson	Creative Director
Anita Davis	J. Walter Thompson	Creative
Jonathan Budds	J. Walter Thompson	Creative
Rebecca Hunter	J. Walter Thompson	Agency Producer
Romana Kit	J. Walter Thompson	Project Manager
Kris Flemington	J. Walter Thompson	Planner
Antony Hill	J. Walter Thompson	Business Director
Elizabeth Haslam	J. Walter Thompson	Board Account Director
Claire Howe	J. Walter Thompson	Board Account Director
Tom Ring	J. Walter Thompson	Account Director
Jonathan Glazer	Academy Films	Director
Simon Cooper	Academy Films	Producer
Tom Debenham	Motion Pictures and Film	DOP
Paul Watts	The Quarry	Editor
Johnnie Burn	Wave	Sound

The Campaign

We’re in Florence, city of refinement and high culture. But waiting inside these statue-lined walls is something tribal, brutal, shocking. The bone-crunching, centuries-old game of Calcio Storico, or Gladiator Football. In the square outside St Croce church, we watch this mash-up of Fight Club and Monty Python and the Holy Grail. To the manic sound of Khachaturian’s ‘Sabre Dance’, two teams of twenty-seven heavily muscled, tattooed men, wearing medieval pantaloons, attempt to punch and kick their way to victory.There seem to be no rules. The game – and the film – is full of violent and compelling images. Fists thudding into jaws. Bodies slamming to the ground. Medics in plumed hats bearing comatose men away on stretchers. Meanwhile the flare-wielding crowd roars its allegiances. A goal is scored. Wild celebrations take place. The intensity of the game increases. Tempers explode. Spectators scream. The players run, swerve, jump, wrestle, maul. A title appears over this riotous spectacle: ‘Come and See’. At the final whistle, we see the emotions of the players. Exhaustion. Disappointment. Jubilation. Finally, over a wide shot of the city where all this carnage has been witnessed and filmed, we see the Canon logo.