Watch: Uber's 'Romeo and Julian' production calls for tolerance in football

A campaign of respect over rivalry is being launched by ride-hailing service Uber.

A few days before the Seville derby in Spain, the taxi company hopes the initiative will promote a plural and inclusive vision of football that continues to build on the brand concept, "There is football. Let's go".

Made in collaboration with agency Shackleton, the short film tells the story of two families arguing about a wedding that the parents do not approve of. Filmed under the direction of filmmaker Fernando Colomo and the creative direction of Juan Nonzioli, the movie highlights the way in which members of the same family can experience the enormous rivalry that exists between the main football clubs in the city.

With the rivalry between Sevilla and Real Betis often fierce, the two clubs want to promote a derby based on coexistence, respect and tolerance in conjunction with Uber, the mobility and innovation partner of both teams.

Juan Galiardo, director of Uber in Spain said: "We wanted to get involved with this campaign because we share the values that the clubs are promoting. We believe that it is important to put an end to confrontational attitudes and fully escape from the mentality of conflict. We need to realise that, in most cases, the things we have in common far outnumber those that separate us, and football is the ideal stage to make this clear."

Spanish brand communications shop Shackleton was acquired earlier this week by Accenture Interactive for an undisclosed amount. The management consultant had already announced plans to take over iconic ad agency Droga5 just the week before.

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