This Amnesty Spot Highlights a Dark Side to the Rio Olympics

Campaign Calls for an End to Police Violence in Brazil

Published On
Jul 22, 2016

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Amnesty International Netherlands is highlighting the number of police shootings in Rio since the city was awarded the Olympics with this poignant spot featuring a man running the "fastest 100 meters of his life."

Ogilvy & Mather Amsterdam created the ad, which opens with an aerial shot of Rio and at first appears to be the story of an athlete at the starting blocks of a 100m sprint. However, as he runs, to the background of cheering crowds, we gradually see more details that indicate he's not an Olympian, and he turns out to be a man running from the police in a favela, who is finally shot down. We are then informed that since winning the Olympic Games bid, more than 2.500 people have been killed by police bullets in Brazil.

The film is based on a true story of an unarmed 19-year-old who was shot in 2014 and asks viewers to sign an international petition calling for an end to police violence. It was directed by Daniel Dow at DPPLR.