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