#TimeOut Against Hate Turns Common Sports Gesture into a Call Against Hate
#TimeOut Against Hate, launched by Robert Kraft’s Foundation to Combat Antisemitism (FCAS) has turned the common sports gesture into a national call against hate. The new ad spot and campaign is the first of its kind in uniting major sports leagues, its commissioners, and star athletes and managers to champion the fight against all hate. Watch for the spot on Thanksgiving Day including the Macy’s Thanksgiving Day Parade and the Dolphins vs Packers game. The campaign will also run during Thanksgiving Weekend College Football including Nebraska vs Iowa (Friday) and Ohio State vs Michigan (Saturday).
The campaign, by WPP’s VML was inspired by and created from a closed-door meeting between FCAS Founder Robert Kraft and major sports commissioners earlier this year as an opportunity for each league and its teams to take a larger, active role in propelling the fight against antisemitism and all hate. The historic moment marked the first time all commissioners came together collectively in-person, signifying the importance of this mission.
WPP’s Mindshare is the media partner for this campaign, with media activations including:
- Timeouts in streaming: Dynamic streaming placements that are triggered in real-time by timeouts NFL and CFB games. When someone calls a timeout in one of these games, the 30-second spot then starts playing in streaming. These dynamic insertion placements will be in rotation across NFL and NCAA games through December.
- Partnerships with content creators and media voices such as three of iHeart’s top sports podcasters (LaVar Arrington, Doug Gottlieb, and Julian Edelman), as well as @dudewithsign on Instagram. The iHeart activations are launching in mid- November.
- Live Sports Broadcast Activations: The 30-second spot has started playing in various games and leagues across Amazon Prime, ESPN, Fox, NBC, ABC, and more over the past couple of weeks. There are plenty more to go across these and other networks over the next few months.
