This dark, disturbing PSA centers on a threatening, distorted male voiceover accompanied by glimpses of something we cannot quite discern. While we are able to identify some of the objects, such as steel-link chains and stitches in canvas, it’s difficult to put them into the proper visual context.
Against this confusing backdrop, the abusive voice demandingly asks, "Where have you been? And who said you could go out? Get back here. What did you say? You can’t talk that way to me. Don’t make me hit you. Don’t make me…"
The voiceover continues, "How did you like that? You want some more? You finished? Huh?
"Stop crying," concludes the man. "You made me do that."
Finally, the camera reveals what the visual snippets collectively are a part of: A large punching bag, hanging from steel chains.
A super asks, "Is this how you see women?"
A new, calmer voiceover relates, "The Men’s Anti-Violence Network is asking you to change your point of view."
The PSA ends with a logo for the organization appearing across the screen—along with a toll-free phone number (1-800 799-SAFE)—against a black background.
"Punching Bag" is one of three spots in the campaign; the others being "Puppet" and "Meat," which depict psychological and sexual abuse, respectively.
The stark, unsettling concepts came from a creative team at Cramer-Krasselt, Phoenix, consisting of creative director Ian Barry, copywriter Frank Ippolito, art director Stewart West and producer Pam Parsons.
Rocky Lane of Hollywood-based Space Program directed the PSAs. Bill Reilly executive produced for Space Program. The spots were shot at Universal Studios, Los Angeles, by DP Tim Ives.
The campaign was edited by Lance Pereira and Hal Honigsberg of Chrome, Santa Monica. Deanne Mehling produced for Chrome.
Online editor was Dan Davis of Downtown Digital Post, Phoenix. Colorist was Rob Sciarratta of Company 3, Santa Monica.
Sam Esparza of Big U Music, Phoenix, served as sound designer and audio mixer.
The Men’s Anti-Violence Network is a newly formed division of the American Foundation For Women. The spots broke last week in Phoenix; the October debut was timed to coincide with national Domestic Violence Awareness Month. Plans call for the spots to air in other parts of the country in the coming months.
