The National Centre for Domestic Violence in the UK launched a TV advertising campaign over Christmas 2007, challenging the denial often associated with family violence. A woman in a white bathrobe walks down the stairs of her home, collects the mail from the front door and wanders into her kitchen to put the kettle on. Suddenly she’s attacked by the kitchen cupboards, left with a gash on her face and likely bruising on her side. “Cupboard doors get blamed for 330,000 injuries a year in the UK.”
Click on the image below to play the video in YouTube
The National Centre for Domestic Violence (formerly the London Centre for Domestic Violence) specialises in helping victims of domestic violence obtain non-molestation and other orders (injunctions) from court to protect them from further abuse.
Cupboards was developed at JWT, London, by art director Ross Callow, copywriter Simon Bullett and agency producer Romila Sanassy. Bullett writes at the Annex blog, “We wanted to make people aware of the huge number of women who have to endure assaults but disguise the truth of how they get the bruises, forced to hide behind excuses of domestic accidents or clumsiness.”
Copywriter Bullett explains the choice of Williams: “We first became aware of Paul Andrew Williams after seeing his feature, London to Brighton, and felt it had a raw, menacingly real quality that Paul could bring to what would be his first commercial.”