TalentZoo.com |  Flack Me |  Digital Pivot |  Beneath the Brand Archives  |  Categories
Is Ray Rice Paying for Our Sins?
By: Brian Keller
Bookmark and Share Subscribe to the Beyond Madison Avenue RSS Feed Share
These are, we hope, the final words on Ray Rice, his wife Janay, and the NFL. We hope that this is the start of a lot of words on the people who support these folks: the American public.

Ray Rice, if you didn’t know, was a very popular and skilled running back for the Baltimore Ravens of the NFL. Ray Rice beat up his then-girlfriend, now-wife Janay in the elevator of a casino in Atlantic City. The American public was treated to a brutal video of Ray Rice dragging the unconscious Janay around the floor of the casino.
People were horrified, as was the state of New Jersey. New Jersey prosecuted Mr. Rice and he was able to work out an arrangement that included no prison time that satisfied both the state and his employers — the NFL and the Baltimore Ravens. The NFL suspended the football player for the first two games of the 2014 NFL season. There was outcry, but not much, and the United States of America went about finding things to do until the NFL returned. Everyone was happy, or at least placated.
Mr. Rice lost, as far as we know, none of his sponsors. He worked out for the upcoming season and was “in the best shape of his career.” 
February 21, 2014 4:09 pm ET
“Report: Video exists of Ravens RB Ray Rice knocking out fiancée
By John Breech | CBSSports.com
Four days after Ray Rice was charged with simple assault-domestic violence against his fiancée, a security video from Revel Casino in Atlantic City, N.J. emerged showing Rice dragging his unconscious fiancée from an elevator.

Apparently that's not the only video police have though. According to MMQB.com's Robert Klemko, authorities also have a video that shows Rice knocking out Janay Palmer, his fiancée. However, that video hasn't been released to the public yet.”
Later in the summer and shortly before the season began, another more brutal tape that showed Ray Rice knocking out his wife on the elevator,  (because dragging an unconscious woman around the floor isn’t brutal enough) that no one had ever seen or heard of before was made available to the NFL and its subjects — the citizens of the United States of America. Mr. Rice was then suspended indefinitely, cut from the Baltimore Ravens, and was removed from the rosters of many companies whose products he endorsed.
The good citizens of Baltimore were able to trade in their Ray Rice jerseys for others because Baltimore fans were grievously harmed and this edict by the Baltimore Ravens made them whole. Baltimore fans were allowed to trade jerseys made by Nike and previous NFL apparel supplier Reebok only. Thousands of indignant fans showed up to show their displeasure and get free jerseys, and this is where our story starts, brought to you by great and good advertisers and the NFL, which lives to protect the fans, who need a clean NFL populated by good citizens such as themselves. 
Target, CoverGirl, Proctor & Gamble, McDonald’s, Campbell’s Soup, Nike, Under Armour, Anheuser-Busch, General Motors, Verizon, Fiat, Ford Motor, and many more have an obligation and a duty to send their messages to innocent American viewers free of any controversy about their partners in the NFL.
Leading the charge against domestic violence in the NFL during the Rice case were the appalled American citizenry who stepped up. The NFL stepped up, the Ravens stepped up; Commissioner Goodell stepped up by punishing Rice a second time for the same offense. To show he meant business, he immediately went way over the punishment threshold for abuse by players he’d set just weeks before. 
We the Americans showed Ray Rice. We the advertisers showed Ray Rice. We the NFL showed Ray Rice. We the Ravens showed Ray Rice. We the licensers showed Ray Rice.
Now advertisers, let’s look at to whom we’re advertising and illustrate why they need protection and are quick to hold you accountable for the foul deeds of others that perform in the pristine  NFL:
The United States, whose population in 2013 was 316.1 million good citizens.
We’re a passionate country:
  1. The video  “Babe With Toy” was viewed by 239,000 on YouPorn.***
  2. The video, “Can you Believe She’s a Mother” was viewed by 999,520 on YouPorn.
  3. The video “Rhino Girls” was viewed by 860,658 on YouPorn.
  4.  The video “Amateur Couch F***” was viewed by 41,160,531 on YouPorn.
  5. The video “19 year old Guy 23 year old Woman Amateur Homemade Sex” was viewed by 11,425,995 on YouPorn.
  6. The video “Amateur Brunette With A Tight A******” was viewed by 34,466,831 on YouPorn.
  7. The video “Brunette Tart” was viewed by 34,342,000 on YouPorn.
We are just not as violent as we are sexy, so the individual numbers aren’t quite there, but they add up.
  1. The video “Gracie Street Fight” was viewed by 2,857,095 on YouTube, owned by Google.
  2. The video, “Brutal Knockouts” was viewed by 123,309 on YouTube, owned by Google.
  3. Break.com had so many videos and so many views we couldn’t count them, and they can be seen by hitting a link on YouTube, owned by Google.
  4. TLC pitched in by posting their “My Big Fat American Gypsy Wedding Gypsy Girl Fight.” It was viewed by 987,000 on YouTube, owned by Google, and who knows how many millions of times on TLC itself.
       1. We also love violent and sexy and would offer you "Fantasy Rape" on violentporn.com a site  whose views are also uncountable. 

We have listed just a few of the views on YouPorn and just "Fantasy Rape" from violentporn.com. By the time we couldn’t count anymore, the total number of views on just these two pornography sites exceeded the population of the United States of America many times over. Please remember the total views (on these sites alone) are uncountable.
We have listed just a few of the views on YouTube, owned by Google, and links to YouTube, owned by Google, that feature “real amateur” violence (not the violence of an NFL game). On just this one site, where you the users create the content, the views exceeded the population of the United States of America many times over. Please remember the total views (on this site alone) are uncountable.  
All the sites have ads, advertisers, and sponsors. Some advertisers are base, but many are legitimate. Every site has the ubiquitous links to social media. You can, among other things, tweet them, Facebook them, Vimeo them, MySpace them, Tumblr them, blog them, Google+ them (Google owns YouTube) and share with all your friends and relatives with just a touch.
We are going through some rough times in the U.S. at the moment and maybe we shouldn’t look at our advertisers and our leagues to clean up until we do. Or…we can continue to let Ray Rice pay for our sins. 

*** While researching this article, we made up the name YouPorn and submitted it to a browser. Fortunately or unfortunately, YouPorn was right there, making research very easy. 

Bookmark and Share Subscribe to the Beyond Madison Avenue RSS Feed Share
blog comments powered by Disqus
About the Author
Brian Keller is the Creative Director at teeny agency in Baltimore. He graduated from the University of Maryland (English), went to grad school at NYU (Cinema Studies), & attends University of Baltimore School of Law.

Brian's been working primarily in the digital space for years but enjoys all communications avenues.

He has built the creative departments at two agencies.

He likes skateboarding with his son. He also falls off his skateboard and amuses his son. When not amusing his son or riding bikes or playing basketball or working he writes for Beyond Madison Avenue & that's why Beyond Madison Avenue appears twice in this sentence.

Find him online here and at www.teenyagency.com.
Beyond Madison Avenue on

Advertise on Beyond Madison Avenue
Return to Top