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The United Nations has produced a public service announcement entitled "Kickoff" which depicts a girl stepping on a mine during a soccer match, and the confusion, panic and hysteria which ensues. As the mother screams, the tagline of the ad appears: "If there were landmines here, would you stand for them anywhere? Help the U.N. eradicate landmines everywhere." Although the only actual depiction of blood is a cut another girl receives on her legs, the concept itself is understandly violent enough that the networks are hesitant to allow such a commercial air. "A number of networks, including CNN, are apparently refusing to donate the time to broadcast the PSA," reports WorldNetDaily. "In fact, there's yet to be a single media outlet to put it on the air."
Guy Barnett, creative director of the the advertisement firm that produced the commercial, said there was no plans on toning down the advertisement. "There are other ways besides broadcast TV. We're not beholden to them anymore," he said. "Hopefully we'll be able to get teamed with a website like MSN.com."
The ad generated some controversy across the Internet, with comments such as "The U.N. using shock tactics to make us Americans who donate more than any other country in the world feel bad? Not surprising. Wanna call us bullies? Fine. But your real bully is the U.N." and "This is just pent up aggression spilling out. Any time I see the U.N. mentioned at all it just incites violence in me because I know they love stirring shit up against us." Furthermore, there is a link at the bottom of the WorldNetDaily article which reads "Are you sick and tired of the U.N.? Now there's a way for every American to fight back!"
I was surprised and not aware that there existed a significant population with anti-UN sentiments in the United States, though upon some reflection, I guess it isn't all that surprising: The rest of the world doesn't seem to like America very much, so why should America like the rest of the world? By the way, I don't feel that the commercial specifically targets America (it would be just as effective, unedited, in Canada as well, for example).
Politics aside, the question of whether or not this advertisement is suitable for television viewing is a difficult one to resolve. On the one hand, there is "worse" stuff out there on TV already. On the other, even I felt a bit of dread over watching the commercial, knowing ahead of time that it would involve children stepping on landmines (although it turned out to be much less gory than I had imagined). Would it be sufficient to put a warning before the the commercial that said something "The following 60 second commercial is rated PG-16 and contains violence"?