Norwich City's heart-wrenching video to raise awareness for World Mental Health Day has been widely praised by fans up and down the country.
The two-and-a-half minute clip was released on the Championship club's social media on Wednesday and it has brought several viewers to tears.
The video follows two Norwich fans attending a number of matches together, with one supporter seemingly quiet and reserved, while the other looks to be smiley and loud.
However, it is the unexpected twist at the end which has left fans teary-eyed, while highlighting a key issue within mental health. You can watch the clip below.
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The video, which has amassed over 33 million views on Twitter alone, points towards the idea that the fan on the left may be struggling with his mental health.
But the hugely powerful ending shows the same fan attending another game on his own, and placing a Norwich City scarf on the seat next to him, where his friend used to sit.
The subtitles then read: "At times, it can be obvious when someone is struggling to cope, but sometimes the signs are harder to read.
"Check in on those around you. #YouAreNotAlone
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The message adds: "For immediate help: Call 999. Call 111 and select option 2. Or call Samaritans for free 24/7 on 116 123."
Fans have praised the club for tackling the issue of suicide head on, with the video clearly resonating with a number of people.
Replying to the video on Twitter, radio presenter Roman Kemp wrote: "This video from @NorwichCityFC is the best bit of Mental Health Awareness I've ever seen... watch until the end."
"What a fantastic video and message this is from Norwich City, another added. "Check in on the people you care about."
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TV personality Thomas Skinner added: "This made me cry. Well done @NorwichCityFC for doing this powerful video.
"Let's all check on our pals around us. It can be tough to see who is struggling. Let's be there for each other. Bosh."
Meanwhile, YouTuber Jaack stated: "Wow. Norwich City FC have created one of the most powerful adverts around mental health I think I’ve ever seen. Watch this until the end. Hits like a tonne of bricks. Talk to someone."
Someone else commented: "Didn't expect to be crying at any point today but here we are. Absolutely brilliant video. Just so relatable. Sometimes it's the people who seem the happiest that are in the darkest holes. Check on your mates."
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"Incredible & powerful," another remarked. T"oday is #WorldMentalHealthDay friends. Take care of yourself & check on others. Don't suffer in silence. YOU matter.'"
Topics: Norwich City, EFL Championship, Football, Fan Reactions
Joe Adams