19 Comments

Weak
geedee
2009-04-02 14:07:34

@geedee

Thanks for the comment. Can you explain why?
 Mark Sinclair
2009-04-02 14:10:36

I thought that they were aiming for 'domestic violence even happens to rich and famous people shocker' but the execution (violence/beatin/whatever) at the end looked just as slick and choreographed as the rest of the advert. Obviously it's great to get people thinking about it, raising awareness and all that, and I'm not saying it ultimately needs to be 'gritty', just I thought that the end result wasn't as 'sit up and take notice' as it could have been. I heard a clip of this on the radio and it sounded great, but in this context I personally feel it didn't work as well. My bit of opinion anyway.
geedee
2009-04-02 16:26:53

This is anything but weak.

Getting a respected and recognisable name behind any campaign will get it noticed. But this is also beautifully shot and superbly performed.

Those kicks at the end are brutal.

Hopefully it will have a positive impact.
Matt Evans
2009-04-03 09:01:45

What a VERY POWERFUL video! We have helped many women (and men) at Self Defense Products Florida to help protect themselves with our products and our information. Domestic abuse happens to both, men AND women. But, the majority affected that we have testimonies on is from women.
Cindy
2009-04-03 15:35:09

Is this ad to be seen in the UK ? I have not seen it on TV, where is it to be shown ?
I do think that the message regarding domestic violence does need to be got across.
I was married to someone who abused me for many years, the attacks became more violent over time. Before I was married many years ago I had heard of Erin Pizzy and her work,but I could not understand how women got themselves into such situations, until it happened to me. It does stigmatise you. People find the subject unpalatable, the few friends I had have nearly all just disappeared off the radar, not wanting to be involved.
I think more advertising should be done, and there is still much to be done to change the attitude that it is just a 'domestic'. This ad is powerful, but I am not sure if a known face helps or not ? as I know that in reality it is not happening to Keira Knightley, and she is OK and not damaged.However it is clever and thought provoking.
Angela
2009-04-04 04:48:58

Anyone who calls this 'weak' or 'ineffective' has another agenda going on, or issues with themselves. Such comments have nothing to do with the ad itself or it's effectiveness.

My beef is this: "Isn't it time we call cut" to the tiresomely predictable, lamentable British tradition of trashing something just because it features someone who's actually cracked it, and done so as a young person? MUST we waste our lives and only get pats on the back once we're fifty?

In other words, time to grow up Britain, or become redundant in what is emerging to be an increasingly can-do world.
Lew
2009-04-04 05:48:17

Exceptionally weak.
The play on using Keira Knightly and the language of film to highlight male domestic abuse is remote and far fetched.
The ad would be better served for violence in film.
david
2009-04-04 08:15:28

I called the ad 'weak', Lew, but I can tell you now that I don't have any particular issue with myself! I have experience of the 'domestic' violence kind, although I don't agree that calling it 'domestic' violence is in any way representative of what actually goes on when it happens. Like I said, it's a good thing to make people aware in any way possible, my only issue was with the advert. Great visuals, as usual, from the Joe Wright team, glamorous, dreamlike, slick and engaging but for me, personally, the ad, in the end, didn't work for me. That's my opinion, and my opinion is: weak. It's a weak advert. In a KIND OF similar vein, i.e. public information adverts, I think the best campaign of that sort out there at the moment is the F.A.S.T campaign. Well, more specifially, the TV ads - not so sure on the actual F.A.S.T thing, but watching somebody have a stroke in front of your eyes is simple and quite effective and gets under my skin in a way that this advert could never do.
geedee
2009-04-04 13:00:31

:: SPOILERS ::

The problem I have with this ad is a literal one, but a problem, nonetheless.

In the advert, Keira Knightley, playing herself, is portrayed as someone with a seemingly successful career.

Now, with that in mind, why would Knightley go to a place where she knows she is going to get battered when she has the means to move to a place of her own? No actor of her calibre is going to get repeatedly abused by their other half when they have the wherewithal to move on.

You could argue that the fact that it's on a set makes the ad less literal and more symbolic but my concern is that the commercial -- as intense as it is -- is too clever for it's own good.

Perhaps it would have been more convincing (and representational) if the actress was less famous?
Reality Check
2009-04-04 19:32:20

I'm having trouble seeing how this ad empowers 'victims' to make a change. Isn't there a worry that because Knightley doesn't get up at the end it suggests that it doesn't matter how rich or successful you are, if you're a woman you're always the victim. And it is without end.
Michael [linefeed]
2009-04-04 22:52:15

Hardly powerful - looks like a weak violent scene from a movie. In my opinion it needs to be far more gritty than this - with subjects such as domestic violence - it [the advert] needs to get right under your skin ....it's simply not 'dark' enough. Hopefully it will have the desired effect as it is a major issue and I agree getting a major name behind will drive awareness but it could have been far more impactful, in my opinion.
Leni
2009-04-06 08:42:08

You can't really hear what her boyfriend is saying in the ad but I was on the shoot and this is the script:

Man: You've been pouting again, haven't you?

K: No...

Man: Yes you have. What have I told you about that fake pout? It's really really irritating. People hate you. I mean really hate you. And it's only because of your stupid fake pout. STOP DOING IT.

(Slap)

Man: Even my mum has developed an irrational hatred of you.

(Kick, kick...)

Director: Cut!

Man: Hold on... (Kick) I've been wanting to do this since Pirates of the Carribean.

Director: Cut!

Man: Just...(kick)...one...(kick)..more...

Powerful stuff. The message has changed slightly in the final edit but the takeout is still the same: If you fake pout, people are gonna want to slap you.
William
2009-04-06 09:03:06

I think it's quite shameful to dismiss the ad because the actress (who for all intents and purpose is the victim) should have the whereabouts to walk away or leave! Comments like that assume that some of the blame lies with the victim, and i find that very sad indeed.
Dave
2009-04-06 12:02:32

I'm so glad William explained it above as I couldn't really hear what the guy was saying in the ad. I suppose teeth clenching would distort his speech. Imagine having to watch your girlfriend do that pout all the time, it must be infuriating.
Still though, most people I know can control their emotions and are in control of their own situations. Know to get out when things aren't fun anymore.
Initially, the impact of the ending hit me. I don't think it was very realistic as it was so violent for supposedly the first time of abuse (I assume as she would have probably 'legged it' had it happened before). She is an actress though, and usually blood and broken mirrors don't put them off going further into the apartment. WHY NOT!!! I never understood that.
It is good to use Kiara as you would never think a guy could turn a beautiful successful girl into a bleeding pulp, left for dead.

Made me think.
Leona
2009-04-07 10:49:49

I agree with Angela, it is easy to patronise people who are in a situation where they are the victim of domestic abuse and assume that they are weak or stupid for allowing themselves to be hurt emotionally and possibly physically.

I can remember spending an entire evening trying to encourage someone to leave their abusive partner, I realise now without showing them any respect - the same lack of respect their abusive partner showed them.

I have found myself in the same position due to changes in my life that I could never have anticipated. Nothing is clear, nothing is black and white - only grey, very grey and confusing. I don't know whether to trust myself and my own instincts or the people around me, and the last thing anyone wants to feel is a failure.

I think the greatest thing about this advert is that it speaks to those who are on the inside, not observers on the outside. This advert is not about judgement, its about self preservation and offering a life line. The physical abuse is horrific but it is the anxiety and the fear of what may happen that is more frightening and significant. This is portrayed very well in the advert.
Czarziebar
2009-04-09 22:35:44

I think this advert will be brilliant and is going to hit anyone hard. At the end of the day its already got people talking and that’s a breakthrough in its self!!!!
I think it should be shown on TV, anything possible to raise awareness of these situations should be shown HOWEVER extreme people may find them!!!!
When the advert comes on people could look away or mute the TV simple as that!!!!!
victoria
2009-05-01 13:24:35

I think the zooming out is meant to symbolize how alone and vulnerable she is. The camera is, literally, abandoning her in her time of need. Kinda like we are all leaving her to continue suffering this abuse (instead of helping her). Actually, I find the visual of the empty soundstage really powerful and eery.
frances
2009-06-04 17:14:09

Reminds me of an incident quite similar w/ my self and my husband.
I was 6 mos. pregnant and I about miscarried. My son now 26 is spec. needs but high functioning.
I stayed in the marriage cause I had no where to turn back then. New city, new marriage, new job.My mom would say You made your bed, now sleep in it!
And all my life growning up I was abused by a step dad, so this was just a continuation....
Now 26yrs later & much therapy...I realize what a horror my life truly was and if I had the knowledge and outside help and friends that I have now I would have definitely left!!! In my early days there was no help or shelters for domestic violence. Police were called out to our home with my bloody face and they would only forewarn my husband and ask me if I was ok...not realizing the mental and physical bondage I had to him cause I had a newborn and relied on him soley for a roof over my head and food to eat. He had scared off my friends. I stayed all those years cause I didn't want my children to grow up w/ a step dad that would do to them what happened to me. My husband four years ago turned a new leaf...when he saw I had full support & was about to leave... he chose to change w/ God's help of course. He attends church and makes a huge effort to not be abusive verbally or physically, so I won't leave. Without him retraining his mind with the words of God (bible) I don't think he could have made this change. It did not happen over nite...it took time and accountability. If he should ever revert back I'm out! I don't have the stamina or health to put up w/ any abuse and I remind him of this now and then! I work out and stay fit, I have friends and...I'm considering on going back to school and learn a trade like haircutting and cosmetology.
P.S. Keep The Ad on TV and Praises to Keira for her courage to do it!
Miriam
2009-06-06 23:29:19

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