Cannes Lions

End the Cycle

GYRO, New York / JOE TORRE SAFE AT HOME FOUNDATION / 2017

Film
Film

Overview

Entries

Credits

Overview

Description

The spot opens as the camera slowly circles a parked car; inside an irate man is shouting into his cell phone.

He’s screaming at his partner telling her she’s a terrible mother. She disgusts him. That she’s pathetic. It’s classic abusive behavior.

As we pan around to the front of the car, we see another man in the back seat shouting the same abusive words and copying the man on the phone’s aggressive gestures. As we continue to pan around to the other side of the car, we see that a child has replaced the man in the back seat. Though visibly disturbed by the conversation, the child can’t help but take it all in.

SUPER: What they see, they become.

We've had a chilling glimpse of the cycle of domestic violence and how many children exposed to domestic abuse will grow up to be abusers themselves.

Similar Campaigns

7 items

Hidden Damage

GYRO, New york

Hidden Damage

2018, JOE TORRE SAFE AT HOME FOUNDATION

(opens in a new tab)