Israel’s leading brands give their products a dark twist in a commercial break takeover for "The International Day for the Elimination of Violence against Women"
Covid19 has caused a spike in domestic violence the world over. In fact, since the onset of the pandemic there has been a 22% official increase in reports of domestic violence & abuse (vs 2019) and in Israel, 19 women have died at the hands of their partners.
There isn’t a news broadcast that doesn’t mention the fact in passing, but still people choose to turn their heads the other way and ignore the problem. Telling signs are hushed up. If even people notice, they are often too unbelieving or shy to do anything about the problem as it is a “very private” matter “between him and her”.
Incredibly most people find it hard to put their finger on what constitutes violence; is it a beating? That’s the obvious one…but what about harsh and demeaning words? Withholding your partners’ pay? Limiting their spending freedom? Or demanding to know their whereabouts at all times while keeping them from seeing their friends and family?
The answer is: yes, yes, yes and yes! Yet disturbingly everyone keeps quiet. So for the “International Day for the Elimination of Violence against Women” Leo Burnett Israel and its clients decided to speak out. The agency working together with Wizo (Women's International Zionist Organization) and some of the country’s leading brands: Cellcom (telecom), Achla (salad spread), Harel (Medical Insurance), Direct Insurance, Isracard, Maccabi Health Fund, The Azrieli Malls and Mazda – decided to take over the entire commercial break preceding the country’s 8 o’clock evening news. Prime prime-time.
The ads which naturally promote the brands’ products, all emphasize the everyday cycle of violence thousands of women in Israel are captive of. They all use the same a dark twist that shows how every day products can become the trigger for a violent escalation and outburst. Because when you’re out for a fight, any excuse will do.
We say no more!
Watch our case study here: https://youtu.be/7Ekyg0TGd9c
Watch our individual commercials here (translations included below credits):
Harel Medical Insurance: https://youtu.be/PN8YXGYERsw
Azrieli Malls: https://youtu.be/J6XTBqvMB6s
Agency Credits: Leo Burnett Israel
Client: Cellcom Telecom, Achla Salad Spreads, Harel Medical Insurance, Direct Insurance, Isracard, Maccabi Health Fund, The Azrieli Malls and Mazda
CEO: Ori Gal
Chief Creative Officer: Ami Alush
Creative Director: Oren Ben Naim
Creative Team: Olga Vorobieva, Hezkush Yeshurun
VP Client: Yonatan Regev
Account Supervisor: Maya Moshel
Account Manager: Shany Perelmutter
Marcom: Eva Hasson
Producer: Simi Ben-Zikri
Public Relation Services: Zevik Dror
Production: Shmulik Guttman
Sound Director: Yael Haim