This Sleek Smartphone Ad Is Actually a Warning About Domestic Abuse

Refuge's campaign highlights 'insidious' role of technology in control and manipulation


At first the glossy film appears to advertise another new smartphone, with close-up shots of a sleek device and a voiceover boasting its features. But about ten seconds in, the promo takes a dark turn.

“You can keep up to date with traffic in your area—and her movements,” the voiceover says. “You won’t need that extra space for those videos of her. Manipulating her has never been easier.”

As the camera pans out, revealing a smartphone screen with a photo of a seemingly happy couple, a warning appears: “Domestic abuse is getting smarter.”

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in