In a follow up to Chareli's post on abuse campaign. Directed by Joe Wright, this two-minute ad campaign about domestic violence for the charity Women's Aid stars Keira Knightly as an abuse victim. The ad opens with her arriving home and when she does, she gets abused physically and verbally by her partner, who accuses her of being unfaithful. The ad ends with Knightley screaming due the abuse and with the tagline, "Isn't it time someone called cut?".
"I wanted to take part in this advert for Women's Aid because while domestic violence exists in every section of society we rarely hear about it," said Knightley. "Domestic violence affects one in four women at some point in their lifetime and kills two women every week."
Grey London, an ad agency, produced this ad with Knightley and Wright, who also directed Knightley in her glamorous Coco Chanel Mademoiselle ad, donating their time and talent.
"In 2007, the agency created a shocking and much-publicised press and poster campaign for Women's Aid featuring celebrities including Jemma Kidd, Fiona Bruce and Anna Friel made-up to look as if their faces were covered in bruises from domestic violence."
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