This spot opens on someone putting on a uniform. We cannot see the person or the type of uniform—it could be that of a policeman, fireman or a member of the armed services.
Next we see a young girl, clinging to an adult walking alongside her. The camera then shows us that adult, a woman who is presumably the girl’s mother. We see that the woman has several facial bruises. She and her daughter continue to walk forward with a sense of purpose.
The uniformed person is then revealed to us as a woman with the Salvation Army. Again, we see snippets of the mother and daughter. The mom then becomes visible through a pane of glass in a large door. The Salvation Army worker walks toward the door and opens it for the mother and child. We see their faces reflected against the glass.
As the door opens, a voiceover relates, "Of all the armies in the world, only one accepts battered women and children." The door is the entrance to a Salvation Army shelter.
The voiceover continues, "Please help the Salvation Army." Supered against a black background is a message, which the voiceover reads: "Call or donate online at Salarmy.com." The super is accompanied by the Salvation Army logo.
"Battered Woman" is one of four public service spots for the Salvation Army, directed and shot by Gordon Clark of Trio Films, Los Angeles, for Young & Rubicam Detroit in Dearborn, Mich. The other three spots in the package are "Tunnel," "Baseball" and "Bridge."
The Y&R creative team included creative director Fred Stafford, associate creative director Sally Rouse-Devine and executive producer Bob Rashid.
Erin Tauscher executive produced for Trio Films, with Elizabeth Passarelli serving as producer.
Editor was Nicholas Erasmus of Terminal, Santa Monica. Colorist was Jais Thierry Lamaire of Bobine Video, Santa Monica. Audio mixer was Mark Mamolen of Blue Music & Sound Design, West Hollywood, Calif.
Blue Music & Sound Design’s Paul Hoffman served as composer and sound designer.
