This is exactly the same rationale that gangs, from the Hells Angels to the Crips and Bloods, use to justify violence against their rivals.
Shouldn't be too hard to make a commercial around that.
http://www.newsday.com/...
http://www.wistv.com/...
http://www.military.com/...
"The main thing is to understand that the LAST thing a gang will put up with is disrespect. If you look at them in any way that communicates contempt, disgust, conflict, or that you're "better than them", then YOU'VE practically put them in a "must act" position."
Googling "Gangs Disrespect" and you will get plenty more of this.