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.
Credits:
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