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The Samaritans and Brighton & Hove Albion Football Club “Kick Off The Conversation” 2026

The Samaritans and Brighton & Hove Albion Football Club “Kick Off The Conversation” (2026) is a The Samaritans and Brighton & Hove Albion Football Club commercial directed by Witness for Be The Fox, produced by Be The Fox. It won 4 awards, including Creative Circle 2026 Silver Film - Film for Positive Change (single) and British Arrows 2026 Bronze — The Impact Award.

Two football fans experience the highs and lows of a match, with one secretly battling suicidal thoughts until his friend checks in on him, highlighting the importance of open conversation.

Video: Be The Fox on Vimeo

Shot by shot

  1. A man with short brown hair and stubble looks down, then up and to the right, with a slight smile, in a dimly lit interior.© The Samaritans and Brighton & Hove Albion Football Club0:00
  2. Two male football fans, one wearing a Brighton & Hove Albion shirt, talk and walk through a busy train station.© The Samaritans and Brighton & Hove Albion Football Club0:07
  3. A man in a beige jacket and blue scarf smiles and claps while standing on a train platform with other people.© The Samaritans and Brighton & Hove Albion Football Club0:14
  4. Two men, one with a beard and one with short hair, walk and smile in an outdoor stadium tunnel on a bright day.© The Samaritans and Brighton & Hove Albion Football Club0:21
  5. A man with curly hair and a beard, wearing a dark jacket over a blue and white striped shirt, walks past a blue wall with a logo.© The Samaritans and Brighton & Hove Albion Football Club0:30
  6. Three male football fans, silhouetted, pass through turnstiles at a stadium entrance on a bright day.© The Samaritans and Brighton & Hove Albion Football Club0:36
  7. A person's hands are seen clapping in a medium closeup shot, likely at a sporting event or public gathering.© The Samaritans and Brighton & Hove Albion Football Club0:43
  8. A male football fan in his 30s, wearing a brown jacket and purple scarf, watches the game intently from the stands of a stadium.© The Samaritans and Brighton & Hove Albion Football Club0:48
  9. Two male football fans, one with a beard, watch a game intently in a stadium, wearing team scarves.© The Samaritans and Brighton & Hove Albion Football Club0:55
  10. Two men, one with short brown hair and a tan jacket, the other with curly grey hair, watch a football match from the stands.© The Samaritans and Brighton & Hove Albion Football Club1:01
  11. A man with blue eyes and stubble, wearing a brown jacket, looks distressed and whispers, his mouth open, in a blurry, dark setting.© The Samaritans and Brighton & Hove Albion Football Club1:09
  12. On a grey background, white text appears, stating a statistic about suicide in the UK, followed by the Samaritans logo.© The Samaritans and Brighton & Hove Albion Football Club1:55

Stills © The Samaritans and Brighton & Hove Albion Football Club. Made by Be The Fox, Be The Fox and Witness.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Football fans' shared experience reveals hidden struggles, emphasizing the power of a simple question.

Tagline: “Kick off the conversation”

hidden strugglemale bondingsports as metaphorsupportive friendemotional contrasteveryday hero

The cut

Length
131 s
Shots
47
Average shot
2.8 s

What creatives use The Samaritans and Brighton & Hove Albion Football Club “Kick Off The Conversation” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of The Samaritans and Brighton & Hove Albion Football Club “Kick Off The Conversation”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A man with short brown hair and stubble looks down, then up and to the right, with a slight smile, in a dimly lit interior.© The Samaritans and Brighton & Hove Albion Football ClubTwo male football fans, one wearing a Brighton & Hove Albion shirt, talk and walk through a busy train station.© The Samaritans and Brighton & Hove Albion Football ClubA man in a beige jacket and blue scarf smiles and claps while standing on a train platform with other people.© The Samaritans and Brighton & Hove Albion Football ClubTwo men, one with a beard and one with short hair, walk and smile in an outdoor stadium tunnel on a bright day.© The Samaritans and Brighton & Hove Albion Football Club
    Frames from The Samaritans and Brighton & Hove Albion Football Club “Kick Off The Conversation”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of The Samaritans and Brighton & Hove Albion Football Club “Kick Off The Conversation” in order, with its length, framing and what happens in it.

    A man with short brown hair and stubble looks down, then up and to the right, with a slight smile, in a dimly lit interior.© The Samaritans and Brighton & Hove Albion Football ClubTwo male football fans, one wearing a Brighton & Hove Albion shirt, talk and walk through a busy train station.© The Samaritans and Brighton & Hove Albion Football ClubA man in a beige jacket and blue scarf smiles and claps while standing on a train platform with other people.© The Samaritans and Brighton & Hove Albion Football ClubTwo men, one with a beard and one with short hair, walk and smile in an outdoor stadium tunnel on a bright day.© The Samaritans and Brighton & Hove Albion Football ClubThree male football fans, silhouetted, pass through turnstiles at a stadium entrance on a bright day.© The Samaritans and Brighton & Hove Albion Football ClubA person's hands are seen clapping in a medium closeup shot, likely at a sporting event or public gathering.© The Samaritans and Brighton & Hove Albion Football Club
    Length: 131 s · Shots: 47 · Average shot: 2.8 s

  3. 03Ad ideas: every spot built on a hidden struggle

    Before you present an idea, you need to know who has done it, and how.

    The Samaritans and Brighton & Hove Albion Football Club “Kick Off The Conversation” is built on a hidden struggle. Search the library by idea to see every spot that uses it.

    Memorial Sloan Kettering Cancer Center “Working with Cancer Pledge”© Memorial Sloan Kettering Cancer CenterWomen's Aid “Respite”© Women's AidNacoa UK “Pokerface”© Nacoa UKSnickers “Don't stop”© Snickers
    Memorial Sloan Kettering Cancer Center · Women's Aid · Nacoa UK · Snickers

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Questions

Who directed the The Samaritans and Brighton & Hove Albion Football Club “Kick Off The Conversation” commercial?

Witness directed it, produced by Be The Fox, for the agency Be The Fox.

Which agency made The Samaritans and Brighton & Hove Albion Football Club “Kick Off The Conversation”?

Be The Fox created it for The Samaritans and Brighton & Hove Albion Football Club (2026).

What awards did The Samaritans and Brighton & Hove Albion Football Club “Kick Off The Conversation” win?

4 awards, including Creative Circle 2026 Silver Film - Film for Positive Change (single), British Arrows 2026 Bronze — The Impact Award, British Arrows 2026 Craft Bronze — Writing and Creative Circle 2026 Bronze Film Craft - Performance (single).

What is the tagline of The Samaritans and Brighton & Hove Albion Football Club “Kick Off The Conversation”?

“Kick off the conversation”

Sources for the credits and awards

britisharrows.comcreativecircle.co.ukcreativecircle.co.uk