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Creepy Saatchi ads battle domestic violence I’ve had roommates who looked like this guy after a night out at McCormack’s. But seriously, the context here is more sobering: It’s a domestic-violence PSA ad from Saatchi & Saatchi in Singapore. (Click the image to see a larger version.) The text reads, “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.” Ugh. The tagline is, “No child should have to live with a monster.” See more executions here and here. Via Ads of the World. —Posted by Tim Nudd

May 31, 2006 | Permalink

Comments

Visually powerful, but a bit too much copy. It's sad such talent is required for such a horrid subject.

Posted by: Corey King | May 31, 2006 6:08:38 PM

Okay, I understand the campaign is probably focused specifically around child victims of domestic violence, but it still really bothers me that these ads kind of blame the mother/wife too in a way (subtle and definitely not intended). Couldn't they do one saying, "No one should have to live with a monster"?

As far as crafting the ad visually - I agree. Too much copy (more importantly, it's too small). The "punchline" so to speak should be bigger at the very least.

Posted by: Shawna Seth | May 31, 2006 8:13:16 PM

I agree with you Shawna, to a point. Children have no power. The only person enabled enough to do something about the situation is the only other adult in the house--the mother. For whatever reasons, she hooked up with an abusive lout, and it's one thing if she wants to put up with it. It's quite another to subject children to such an environment. Children have not the legal status nor skills to get themselves out of such a situation. Maybe some women don't either, but they have some responsibility to protect their children.

Posted by: Concerned | Jun 1, 2006 10:43:52 AM

Concerned, it is often difficult for victims of domestic violence to see the big picture when they are in the trap and beaten down physically, mentally and spiritually, not to mention that I am pretty sure there is a culture issue here as well. I think what they are trying to do with the tagline is wake some women up so that if they don't have the will to save themselves, maybe they will find it to save their child and their childs future... they are obviously targeting a specific demo of traditional families in Singapore dealing with these horrors and I think it is a great idea.

Creative wise, I'm ok with the amount of copy as it really paints a vivid picture but it seems overpowered by the image... the copy needs to pop more

Posted by: Heathen6 | Jun 1, 2006 8:45:34 PM

Heathen6 pretty much stated my comment.

Posted by: Timm | Jun 2, 2006 5:06:49 AM

You know what? No child and his or her mother should live with a monster. Living with a abusive husband or father is very bad...they should get help as soon as possible...if not, their life will end!

Posted by: | Dec 11, 2006 1:58:32 PM

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