This Heart-Wrenching PSA Shows Exactly How the Cycle of Domestic Abuse Begins

Baseball Legend Joe Torre's Safe at Home Foundation Aims to Help Children in Abusive Households Learn How to Ask for Help

Published on

Editor's Pick

In this heart-wrenching new PSA from the Joe Torre Safe at Home Foundation, a guy sits in a car and screams into his phone: "You disgust me! You make me sick! You are a terrible mother! ..." Confusingly, another guy is sitting in the back seat, repeating each vicious line word-for-word.

But a slow panning shot around the exterior of the car and a deft edit makes the conceit of the ad quickly clear: The guy in the back seat is actually the abuser's son; in the blink of an eye, we see the grown man as the little boy he once was, witnessing his father's outburst. A stark message appears on screen: "What they see they become."

Joe Torre is, of course, a baseball legend and current Chief Baseball Officer of Major League Baseball. This personal message at his foundation's website offers background on Torre's mission:

"Growing up in a home where there was domestic violence was very difficult and left lasting scars. Although I didn't realize it then, I used to feel like the abuse was my fault. I felt helpless and alone. For many years, I felt ashamed and worthless. As an adult, I began to speak openly about my childhood experience with domestic violence. As I gained the understanding and knowledge that too many children live in fear, are unaware of how to ask for help, and suffer the same debilitating fear that I and my family had, my wife, Ali, and I founded the Safe At Home Foundation in 2002."

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Mar 29, 2017
Client:
Joe Torre Safe At Home Foundation
Executive Creative Director:
Vito Zarrillo
Group Creative Director:
Kash Sree
Creative Director:
Marco Walls
Art Director:
Alex Sprouse
Copywriter:
Colin Quinn
General Manager:
Wendy Lurrie
Account Manager:
Paige O'Reilly
Strategist:
Dafna Linden
Producer:
Courtney Trent
Director:
Michelle Craig
Executive Producer:
Rania Hattar
Executive Producer:
Luca Delaurentiis
Director of Photography:
Ben Kitchens
Producer:
Mindy Lubert
Post Editorial:
Rock Paper Scissors
Editor:
Austyn Daines
Executive Producer:
Christopher Noviello
Online:
A52
Executive Producer:
Jenny Bright
Colorist:
Paul Yacono
Sound:
Lime Studios
Executive Producer:
Susie Boylan
Rerecording mixer:
Tom Paolantonio
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age