“Cut”, starring actress Keira Knightley, is a PSA created to raise awareness of domestic violence. But, the controversial commercial has censors shaking their heads. They’ve banned the commercial until several edits are made, claiming it’s too shocking for audiences. Proponents of the cause say the commercial effectively raises awareness. In fact, “Cut” has already garnered over 1 million views on YouTube.
Is “Cut” too hard-hitting? Or, will its disturbing nature open the public’s eyes? Is this a line advertisers should avoid crossing? Or, does the end justify the means? You be the judge.
Loading ...
I like the ad. Aside from the fact that it’s extremely well done, it really gets the point across. Maybe shocking is what is needed for this cause.
I don’t know. I didn’t like it. Obviously the message is really important, but I think it is just too much for TV.
Anyone who thinks this is too much for TV has never watched CSI or Law and Order. These types of scenes are everyday “entertainment” on TV. Maybe this is offending people because they aren’t supposed to be entertained, they are supposed to be reminded that this kind of violence happens in real life. I think that the director is actually blurring this reality vs. fiction idea on purpose, to get us to think about our reactions to violence in the media and how that may or may not relate to our reaction to real-life violence.
agreed. why are people getting offended by this while at the same time comfortably watching TV shows that are even more graphic? it happens when the line between reality and fiction gets crossed – which it does in this film.
Here is another example of a graphic and pretty shocking PSA:
http://www.youtube.com/watch?v=kXKElkZCEnU
How can anyone say this is too harsh? Who is uncomfortable with it? The abusers? The victims? The children who witness it in their home? Or…is it those who like to pretend it’s not happening? By ignoring this issue and taking the easy route, denial, we are reinforcing and protecting this horrible reality. Yes, it was hard to watch, but the truth is, it is a real issue. And think about this, if it’s hard for an adult to watch, how much harder is it for a child to witness between their parents? I think we need to take off our blinders, step up as a society, and be willing to deal with a little discomfort in order to help those that need our protection and support.
censorship in any form sucks….
While the subject matter is awful, I think that the PSA is exceedingly well done. With so much media out there, bombarding users, it (unfortunately) takes something this extreme to cut through the clutter.
Horrible topic – excellent production
The problem is it is reality & most people want to be sheltered from reality. Truth is you can’t ignore reality. Remember, turning away or ignoring a problem or someone in need of help, may be you or someone you love NEXT TIME.
As for as censorship – they allow mortal combat for children, why would anyone oppose this?
Here is another example, but a different approach. Also dealing with a very sensitive subject. This one had a very strong impact on me too, maybe even more than “The Cut”.
Do advertisers really have to be that graphic? Doesn’t this execution make the point that by being more “creative” you can have the same impact, if not more?
Watch it here:
http://www.youtube.com/watch?v=4zZXVq7elLw
More info here:
http://www.ilo.org/global/About_the_ILO/Media_and_public_information/Press_releases/lang–en/WCMS_107706/index.htm
I think the ad does exactly what it’s meant to do…it makes you uncomfortable, a bit sick to your stomach and thinking about the real issue of domestic violence. It’s over-the-top nature is good, hopefully getting people to respond, pay attention to the issue and drive change.
‘Bravo’ to the team that developed this; nice work!