Ad of the Day Creativity Creative Works

Ad of the Day: Tragic Lacta film shows the development of an abusive relationship


By Amy Houston | Reporter

December 1, 2021 | 3 min read

Creative agency Ogilvy Greece and chocolate brand Mondelez’s Lacta have created a poignant film highlighting the rise in domestic violence in the country this year. Set under the hot Greek sun, ‘Don't Ever Leave Me’ is a four-minute spot directed by acclaimed director Argyris Papadimitropoulos.

As the video begins, we see two lovers frolicking on a beach, professing their love for each other, and promising to never leave one another’s side. It’s an idyllic scene, and to the viewer it seems like a typical romantic tale of boy-meets-girl, but as the short film progresses things take a sinister turn.


Getting progressively darker, the male character slowly begins to manipulate and abuse his partner, with the relationship turning grossly toxic. He questions who she’s talking to on the phone, seems visibly angry when she wants to go out with her friends without him, and frightens her to the point where she hides in their apartment bathroom.


Lacta's 'Don't Ever Leave Me' domestic abuse campaign


In the tragic final scene, we see the couple in a car with the woman telling her boyfriend that she wants to leave him, which angers him immensely. As the woman escapes the vehicle he chases after her and pushes her off a cliff edge, seemingly murdering her. The final message directs viewers to the Diotima Center website to help women spot the early signs of abuse.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

The film was released as part of International Day for the Elimination of Violence Against Women.

Mondelez’s Lacta has been telling popular love stories for years, even taking home prizes at Cannes Lions International Festival of Creativity, but in this instance it wanted to highlight what a love story is not.

Lacta: Don't Ever Leave Me by Ogilvy Greece

Overall Rating 5/5

Vote now
Ad of the Day Creativity Creative Works

More from Ad of the Day

View all


Industry insights

View all
Add your own content +