Wounds are endless in Y&R anti-abuse PSA | Adweek Wounds are endless in Y&R anti-abuse PSA | Adweek
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Wounds are endless in Y&R anti-abuse PSA

CABW

Bruises heal on this battered woman's face—only to bloom anew—in this harrowing anti-abuse PSA from director Dave Myers and Y&R Chicago. The approach evocatively illustrates the tagline, "It rarely stops," and the bathroom, with its door cracked open and spooky windows, heightens the feeling of unease. So does the dirge-y soundtrack (a version of Peter Gabriel's "Mercy Street"). It's a quietly sad and hypnotic experience. So much so that the woman's sudden movement at the end—she looks off to the side in terror, startled, presumably by her abuser—is exceptionally jarring. It puts the viewer right in the moment, giving us a taste of her existence. Perhaps it will jar some out of their complacency.

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