Courtesy: Business Scotsman

On the ball for revamp of the nation's image

MEDIA & MARKETING

SHARON WARD


SCOTLAND needs a new image, according to one of the most prolific television directors of recent years.

Jonny Campbell says he believes we need to highlight the country’s best assets as a location instead of constantly reverting back to bodies in canals and rough housing schemes.

Campbell, the man behind the Channel 4 hit Shameless, BBC’s Spooks and comedy drama Phoenix Nights says he resents the fact people assume that to make it in any area of the media, you have to be based in London.

"There is so much talent in Scotland, you shouldn’t have to move to London," he says. "If I moved there, I’d need to travel back to Manchester to do Shameless. It’s a disgrace and something that should change in the future."

Campbell’s television career began in Liverpool as a runner for Granada Television working on This Morning with Richard Madeley and Judy Finnigan.

"Working on live television was fantastic," says Campbell. "You could be in the green room with Mr Blobby and John Malkovich. It brought with it an incredible burn-out rate, but was worth the experience. One day, two months into the job, a director was off. I filled in, they liked the job and that was it. I know I was very lucky."

Staff jobs in the television and advertising industries are difficult to find with short-term contracts remaining the norm. Campbell went out on his own as a freelance director and, through ducking and diving, he’s managed to build a successful career.

"I stalked the Shameless producer for three weeks before he offered me the job, but I won’t put in print what I had to do," he says. "Seriously, I read the scripts and laughed out loud. There is comedy and tragedy in all of them."

Coming back to Scotland - and especially Glasgow, where his grandmother was born - to film the drama series Glasgow Kiss with Iain Glen and Sharon Small was a revelation: "I was blown away. I couldn’t understand why Glasgow only shows dramas with bodies in canals and rough housing estates."

The latest trip to Glasgow involved visits to the suburbs of Shawlands and housing estates of Drumchapel, not for gritty drama or camp comedy, but for 30-second advertisements for the Edinburgh agency Newhaven to promote futsal.

Futsal is the game of skill, speed and goals aplenty that footballer Ronaldo credits for Brazil’s victory at the 2002 World Cup finals and which is being encouraged in Scotland by Tennent’s Lager and the Scottish FA.

These two have teamed up to launch Total Futsal; a campaign promoting one of the world’s most popular soccer-based sports, designed to develop skills focus and pass-play.

Tennent’s plan to give away 100,000 futsal balls as part of the £1.5 million programme of activity which will include TV advertising, a dedicated website and Scotland’s first ever national futsal tournament.

Campbell admits he’d never heard of futsal and thought it was a computer game when originally contacted by Newhaven, holders of the lucrative Tennent’s account.

"I had always wanted to do adverts," he says. "I’d been obsessed by them, their simplicity and creativity. On the most aspirational level, they are like feature films. People watch them over and over again without fading. When they came up with the scripts, I thought they were irreverent and reminded me of Shameless. Let’s face it, if it makes us play like Brazilians then we should try it."

Tennent’s Lager’s head of sponsorship, George Kyle, says his company’s involvement with futsal will hopefully help Scotland create legendary players: "Futsal has acted as the skills cornerstone for some of the greatest footballing nations in the world - and it’s growing in popularity. No other brand cares about Scottish football like we do. It therefore made sense for us to link up with the Scottish FA to develop this programme and we’re confident that it will prove just as successful here as it has abroad."

Futsal is played on basketball size courts with at least five players. The futsal ball is also very different - with a low bounce, it is heavier and smaller than an official size 5 ball, forcing players to use skill to manage it.

Kyle adds: "The beauty of futsal is its ability to be played anywhere, from public parks to indoor courts... even on the beaches, in the case of Brazil. The unique ball means you play a very different game as well - more ball control and quick, short passing.

"We want people to get out there with their mates and have kick about and really enjoy this great new game."

David Taylor, chief executive of the Scottish FA, says: "Like our European counterparts, we believe futsal has a significant role to play in the development of Scottish football. Footballing greats - from Pelé to Zico - all reference futsal as being crucial to their development.

"With the launch of Total Futsal, we hope to instil the same passion for the game in Scotland. Tennent’s are a perfect partner for the roll-out to adult players."