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Home Office “This Is Abuse” 2013

Home Office “This Is Abuse” (2013) is a Home Office commercial for Y&R. It won 2 awards, including British Arrows 2013 Bronze — Best Over 30 & Up To & Including 60 Second Commercial.

A woman experiences controlling and manipulative behavior from her partner, highlighting that abuse isn't always physical.

Video: Home Office on YouTube

Shot by shot

  1. A young woman with long brown hair and heavy eye makeup looks directly at the camera, then turns her head to the left, in an interior setting.© Home Office0:00
  2. A man in a dark shirt stands in a dimly lit room, looking at a phone, while a woman in a light top stands in the background.© Home Office0:01
  3. A woman with long brown hair and a light top stands, looking distressed, while a man with short hair sits, looking down, in a dimly lit interior.© Home Office0:04
  4. A man with short dark hair, wearing a dark shirt, looks to the left in a dimly lit room, appearing tense.© Home Office0:05
  5. A man in his 40s, wearing a dark shirt, sits at a table, holding a smartphone and looking directly at the camera in a dimly lit interior.© Home Office0:07
  6. A woman in a light top and necklace stands looking at a man in a dark shirt sitting at a table in a dimly lit room.© Home Office0:08
  7. A person's hand scrolls through text messages on a smartphone, showing a list of contacts and dates on the screen.© Home Office0:10
  8. A young woman with long brown hair and a sparkly necklace looks at herself in a mirror, adjusting her hair in a bedroom.© Home Office0:12
  9. A man with dark hair and a dark shirt stands with his arms crossed, looking to the left as a woman with dark hair and a dark shirt enters the frame from the left.© Home Office0:15
  10. A young woman with dark eye makeup and a collared shirt looks directly at the camera, then glances down, in a dimly lit interior.© Home Office0:17
  11. A young woman with dark hair and heavy eye makeup looks directly at the camera with a serious expression, partially obscured by a doorframe in an interior setting.© Home Office0:21
  12. A man in a dark suit kisses a woman with a ponytail, who looks uncomfortable, in a dimly lit interior doorway.© Home Office0:23

Stills © Home Office. Made by Y&R.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Show subtle, non-physical abuse to reveal its insidious nature.

Tagline: “Abuse in relationships isn't always physical.”

controlling partnergaslightingvictim's perspectiveuncomfortable intimacypower imbalance

The cut

Length
30 s
Shots
19
Average shot
1.6 s

What creatives use Home Office “This Is Abuse” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Home Office “This Is Abuse”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A young woman with long brown hair and heavy eye makeup looks directly at the camera, then turns her head to the left, in an interior setting.© Home OfficeA man in a dark shirt stands in a dimly lit room, looking at a phone, while a woman in a light top stands in the background.© Home OfficeA woman with long brown hair and a light top stands, looking distressed, while a man with short hair sits, looking down, in a dimly lit interior.© Home OfficeA man with short dark hair, wearing a dark shirt, looks to the left in a dimly lit room, appearing tense.© Home Office
    Frames from Home Office “This Is Abuse”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Home Office “This Is Abuse” in order, with its length, framing and what happens in it.

    A young woman with long brown hair and heavy eye makeup looks directly at the camera, then turns her head to the left, in an interior setting.© Home OfficeA man in a dark shirt stands in a dimly lit room, looking at a phone, while a woman in a light top stands in the background.© Home OfficeA woman with long brown hair and a light top stands, looking distressed, while a man with short hair sits, looking down, in a dimly lit interior.© Home OfficeA man with short dark hair, wearing a dark shirt, looks to the left in a dimly lit room, appearing tense.© Home OfficeA man in his 40s, wearing a dark shirt, sits at a table, holding a smartphone and looking directly at the camera in a dimly lit interior.© Home OfficeA woman in a light top and necklace stands looking at a man in a dark shirt sitting at a table in a dimly lit room.© Home Office
    Length: 30 s · Shots: 19 · Average shot: 1.6 s

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Award-winning public service & ngo commercials

Questions

Which agency made Home Office “This Is Abuse”?

Y&R created it for Home Office (2013).

What awards did Home Office “This Is Abuse” win?

2 awards, including British Arrows 2013 Bronze — Best Over 30 & Up To & Including 60 Second Commercial and British Arrows 2013 Bronze — Public Service Advertising.

What is the tagline of Home Office “This Is Abuse”?

“Abuse in relationships isn't always physical.”

Sources for the credits and awards

britisharrows.com