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Refuge “50 Years” 2022

Refuge “50 Years” (2022) is a Refuge commercial directed by Optical Arts for BBH, produced by Optical Arts. It won 2 awards, including Creative Circle 2022 Gold FILM CRAFT - Best AUDIO FOR POSITIVE CHANGE.

This ad for Refuge, a domestic abuse charity, uses a smartphone commercial parody to highlight how technology can be weaponized by abusers.

Video: Optical Arts on Vimeo

Frames

  1. A close-up shot of a black smartphone's side, revealing textured buttons, against a dark background.© Refuge0:01
  2. A dark, reflective surface with a subtle light streak moves across the screen, suggesting a car's hood in motion at night.© Refuge0:05
  3. Multiple black smartphones fall through a dark void, rotating as they descend, with a subtle light catching their edges.© Refuge0:11
  4. A close-up shot of multiple smartphone cameras on a dark background, with a fingerprint appearing on the phone's surface.© Refuge0:13
  5. Refuge “50 Years”, shot 6© Refuge0:17
  6. A smartphone with a red and blue abstract image on its screen rotates, revealing its back cameras, then shows a couple's photo, and finally displays text about domestic abuse.© Refuge0:20

Stills © Refuge. Made by BBH, Optical Arts and Optical Arts.

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

The idea

Parody a smartphone ad to reveal the dark side of technology in domestic abuse.

Tagline: “Domestic abuse is getting smarter. Our job is getting bigger.”

parody commercialdark twistunreliable narratorproduct as weaponawareness campaign

The cut

Length
40 s
Shots
8
Average shot
5.0 s
Format
cgi

What creatives use Refuge “50 Years” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Refuge “50 Years”? 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 close-up shot of a black smartphone's side, revealing textured buttons, against a dark background.© RefugeA dark, reflective surface with a subtle light streak moves across the screen, suggesting a car's hood in motion at night.© RefugeMultiple black smartphones fall through a dark void, rotating as they descend, with a subtle light catching their edges.© RefugeA close-up shot of multiple smartphone cameras on a dark background, with a fingerprint appearing on the phone's surface.© Refuge
    Frames from Refuge “50 Years”

  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 Refuge “50 Years” in order, with its length, framing and what happens in it.

    A close-up shot of a black smartphone's side, revealing textured buttons, against a dark background.© RefugeA dark, reflective surface with a subtle light streak moves across the screen, suggesting a car's hood in motion at night.© RefugeMultiple black smartphones fall through a dark void, rotating as they descend, with a subtle light catching their edges.© RefugeA close-up shot of multiple smartphone cameras on a dark background, with a fingerprint appearing on the phone's surface.© RefugeRefuge “50 Years”, 0:17© RefugeA smartphone with a red and blue abstract image on its screen rotates, revealing its back cameras, then shows a couple's photo, and finally displays text about domestic abuse.© Refuge
    Length: 40 s · Shots: 8 · Average shot: 5.0 s · Format: cgi

  3. 03Ad ideas: every spot built on a dark twist

    Before you present an idea, you need to know who has done it, and how.

    Refuge “50 Years” is built on a dark twist. Search the library by idea to see every spot that uses it.

    Coca-Cola “New Coke-Stranger Things”© Coca-ColaSandy Hook Promise “Back-To-School Essentials”© Sandy Hook PromisePETA “98% Human”© PETANSPCC “Cartoon”© NSPCC
    Coca-Cola · Sandy Hook Promise · PETA · NSPCC

More from BBH

Award-winning public service & ngo commercials

Questions

Who directed the Refuge “50 Years” commercial?

Optical Arts directed it, produced by Optical Arts, for the agency BBH.

Which agency made Refuge “50 Years”?

BBH created it for Refuge (2022).

What awards did Refuge “50 Years” win?

2 awards, including Creative Circle 2022 Gold FILM CRAFT - Best AUDIO FOR POSITIVE CHANGE and Creative Circle 2022 Gold FILM CRAFT - Best Sound Design (single).

What is the tagline of Refuge “50 Years”?

“Domestic abuse is getting smarter. Our job is getting bigger.”

Sources for the credits and awards

web.archive.org