The ad, featured by Life Vest Inside, had actually caught my eye during the Super Bowl this year due to its very powerful message. The ad deserves attention because it focuses on a very important topic (domestic violence) that affects millions of people around the world. The video is set inside a home and depicts the voice of a woman on a telephone talking to a 911 operator. Instead of reporting a crime when the 911 Operator asks her about the emergency, the woman requests a pizza delivery. The operator is initially confused and thinks the woman may be playing a joke or that she misdialed. He reminds her that she has reached an emergency line, but the woman proceeds to order a pepperoni and mushroom pizza. Fairly quickly, the dispatcher realizes something is wrong and begins to ask the woman questions regarding her welfare. The woman admits she is in danger and the dispatcher lets her know that help is on the way. The add ends with a typed message, “WHEN IT’S HARD TO TALK IT’S UP TO US TO LISTEN.”
The goal of the ad is to spread the word about domestic violence and put an end to inaction and victim blaming. The organization wants people to stop being bystanders in such situations and to take action, instead. This is one of their many ads that highlight a particular myth/misconception about domestic violence. In my opinion, the ad does a very good job at portraying this message by debunking the myth that victims of abuse do not try to seek help. It clearly tries to show someone in danger, but because the perpetrator is in the room with the victim, she is unable to call for help. Luckily she finds a creative way to find help, but without the operator’s good work and listening skills, she may not have ever wanted the help.
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One of the biggest strengths of the ad is the subtle and unique manner with which it portrayed it’s message. Under the guise of a pizza delivery order, a victim attempts to reach out for help. To me, this is very powerful and not only shows one of the reasons why victims may not be bale to get help, but also shows that if someone else just takes the time to pay attention (like the 911 operator), a victim may be saved. In addition, the organization asserts that all of the ads are based on actual events, which makes the situation more real and helps the audience connect with the message. Also (and ironically), by not showing the victim, it makes the ad more terrifying because it is more mysterious. Moreover, by not having a “face to the victim,” it prevents the audience from forming biases about what a “typical” victim looks like. The only weakness I see with this ad is that it could give an idea to perpetrator of a “trick” that victims could use, so that others would prevent any access to telephones. I understand this is a stretch, but I just found the ad to be very well done, persuasive, and effective in its goals.
