Dedicated to helping victims of domestic violence, Family Advocacy Center is literally located just around the corner from Albuquerque, New Mexico-based Esparza Advertising. Despite being amazed by what they do to help victims, the creative team was even more amazed that it had never heard of the organization. Centered around one truth—that domestic violence is rarely an isolated incident and if it happens once, it will happen over and over again—the spot dramatizes the cyclical nature of abuse by showing a scene stuck on repeat. Shot entirely in a medicine cabinet mirror, it opens on a woman who clearly looks like she’s been in a fight. She opens the cabinet to get aspirin and when she closes it, she has different injuries and different clothes. This action repeats several times before finally concluding with the words: It can end. We can help.
// From our friends at Communication Arts