Ogilvy & Mather Mexico Visualizes Psychological Abuse

By Erik Oster 

Ogilvy & Mather Mexico teamed up with Central Films and director Rodrigo Garcia Saiz for Mexico’s National Council to Prevent Discrimination (Conapred) to deliver a startling visualization of psychological abuse.

In the disturbing 45 second spot, a woman is seen casually strolling the produce section of a grocery store. When she receives a text she is violently propelled into a stand of avocados and proceeds to beat herself (which is meant to symbolize an invisible aggressor). Eventually she gets up off the floor and attempts to nonchalantly continue with her grocery shopping. It’s all very troubling and difficult to watch, which is exactly the point. The end of the spot makes the intent clear with the message, “Psychological violence is as serious as physical abuse. If you don’t speak up, nobody will see it.” It may be brutal, but it’s also impossible to ignore, while also combating the tendency (of perpetrators, witnesses, and often even victims) to minimize the effects of psychological abuse. Stick around for credits after the jump.



Client: Conapred

Product/Service: Todos Los Dias Es El Dia Para No Discriminar

Title: “Supermarket”

Advertising Agency: Ogilvy & Mather Mexico

Chief Creative Officer: Ivan Carrasco/Cesar Agost Carreño

Creative Director: Manuel Vega

Copywriter: Manuel Vega

Copywriter: Sofia Gomez

Producer: Juan Pablo Osio

Production Company:  Central Films

Director: Rodrigo Garcia Saiz

Executive Producer: Mauricio Francini

Executive Producer: John Barreiro

Cinematographer: Beto Casillas

Art: Oscar Carnicero

Editor: Leonel Perez

Sound Design: Bernardo Bravo