‘Judo Kid’ Overcomes Bullying in Inspiring Insurance Ad, and It Goes Viral Online

‘Judo Kid’ Overcomes Bullying in Inspiring Insurance Ad, and It Goes Viral Online
Illustration - Shutterstock
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Most of us know a person who has been bullied. Maybe we even suffered the wrath of a bully at some point growing up ourselves. An advert, doing the rounds online, is preaching a message of empowerment for any kid who knows what that’s like, and it’s inspiring millions.
The incredibly clever, moving ad for American Family Insurance, released in 2016, has reached almost 12 million people since being shared on YouTube. Theirs, it seems, is a universal message: confidence can be built; dad can help you get there; one day, you'll be your own person.
Illustration - Shutterstock | <a href="https://www.shutterstock.com/image-photo/happy-smiling-boy-sits-bed-before-1061388962">Larina Marina</a>
Illustration - Shutterstock | Larina Marina

It all begins with a lone boy in his room enjoying watching Flamenco dancers on his phone—a sure sign he might get reproach from his peers! Dad knocks on the bedroom door; the boy shuts off his phone in embarrassment, and Dad enters bearing a gift, a box.

The boy opens the cardboard box excitedly only to be disappointed—no Flamenco dance costume—it’s a judo uniform. “You start tomorrow, okay?” Dad instructs.

Dad has a plan.

The next day, Dad escorts him to Judo class. They pass a crowd of bullies hanging around the neighbor’s porch. “What’s up, Matteo?” they jeer. “Daddy’s boy!” Father and son walk on to class.

Illustration - Shutterstock | <a href="https://www.shutterstock.com/image-photo/before-training-children-wearing-colorful-belts-1423910330">Dmytro Zinkevych</a>
Illustration - Shutterstock | Dmytro Zinkevych

The video tracks Matteo’s grueling, transcendent judo journey. Watch for yourself as he, through discipline, respect, and hard work, overcomes his physical and internal limits and forges the confidence of a young man who’s secure inside of his own being. Inspirational!

How it ends simply comes full circle; the bullied boy with no confidence gets his costume. “Hey, got this for you,” Matteo’s dad says. “Like it?” And as for the bullies, just watch for yourself how Matteo needs not fight back in order to even the score; confidence itself is good enough.

The actor who plays the father shared his experience in the YouTube comments section after this engaging advert went viral. “We had a great time on this shoot,” he said. “I play the dad. I am an actual new dad to a 16-month-old baby boy in real life. He teaches me a great deal.

“I strive to be what my baby boy will need me to be.”