Domestic violence: Kitchen
Your mother acts as though nothing happened.
She makes dinner and sits at the table, staring into her plate.
He stumbles in drunk, stands behind her and says,
“I’m sorry. Do you forgive me?”
She sits silent for a long time.
You can see the bruise over her eye turning purple.
You can feel her sadness filling the room.
She nods without looking up.
He forces a kiss on her then smiles at you as if to say
everything’s fine now.
You stare into your plate.NO CHILD SHOULD HAVE TO LIVE WITH A MONSTER
To report instances of domestic violence, call AWARE at 6774 5935
Agency: Saatchi & Saatchi, Singapore
Comments
i like it. real inteligent. eye grabbing. d and ad will eat it up.
I like the idea. But the copy is too long.
Nice copywriting. Though I dont think it needs to have the monster bit spelled out.
: : mystique : :
Good strategy. The copy is slightly redundant and isn't as rewarding as it should be.
It's a very 'Watford' campaign. Still good though.
BB, Art Director, McCann-Erickson.
please. no more comments from people that don't work in advertising.
i think this was a dig at that person from Mccanns.
very nice ad. copy could use a little snipping here and there, to make it shorter and make a greater impact. i disagree w/ mystique though, the essence of the ad is the monster aspect itself. playing it down would greatly reduce the ad's creativity, making it just another typical domestic violence ad.
i strongly agree with Guest (not verified) Thu, 2006-06-01 08:26, non-ad people should refrain from making comments on subjects they know nothing about. if they indeed have to make comments, please know your place in the workings of the world. try and respect other people's work, try and hold back the reins on your overeager (and more often than not unintelligible) comments. ever heard of constructive criticism?
Meaning who specifically?
Most readers and I extrapolate commenters work in the industry.
In general I agree with you that the quality of the comments is important, but I don't mind if non ad people comment on my work, since they are the target, I want to know simply if they love or hate it. Of course professional feedback is very welcome. So, it's a complicated subject really..
Your Father relentlessly BEATS AND BRUISES your Mother every time he comes home drunk.
He always says he's sorry.
You know it's wrong, your not sure what to do. you’re scared because He hits you too
REPORT DOMESTIC VIOLENCE CALL AWARE at 6774 5935
NO ONE SHOULD HAVE TO LIVE WITH A MONSTER
A bit shorter and hopefully to the point. Just my two cents.
This particular ad has a strong visual. Two more cents.
I'm sorry but with a copy like that it would be crap. theres a thousand percent more emotion in that long copy. just swallowing the message doesn't make you act. especially in social ads
Very strong and shocking visual. And, the sad thing is this just portrays how a child sees his abusing parents. It's that bad.
I like the long poetic copy.
I think this is my favourite ad this month. I hope it wins many awards.
excellent work.
copy is so good, you cant stop reading. copy and visual complementing each other.
great work dude. copy is not long. you dont need to keep your copy short just because the world is doing so.
just trying to be creative is not creativity.
great work.
thanks ivan to let us see some good work daily.
lovely ad....i love my father
I miss the David Droga days when Saatchi Singapore's best work was for real commissioned work. To the guys who want to limit the comments on this page to those by folks within the ad industry... Do you not have opinions about music or films or even the quality of service on the latest budget airline? What gives you the right to express them then? It's bad enough to create scam ads specifically for award show juries (and prospective employers), but to knock outsiders for having their say on something as public as advertising is sheer (misguided) arrogance. You deserve to become irrelevant in the new fragmented mediascape.
appreciable idea:), good concept.
I love the idea and the copy! It makes you get into the scene and really connects with the ad and the cause. Works perfectly! Just love it.
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