40% of all domestic violence victims are male. However, male victims are often overlooked.

Which made the message simple: Violence is violence, no matter who it's aimed at. I filmed a social experiment to see if the public agrees, by testing how they react to a man hitting a woman, and vice versa.

The film currently has over 12 million views, with £0 media spend. And in one shot, you can see me in the background hitting on a man trying to have his lunch.


A simple fable, clearly told, and it makes its point with great power. The Cinderella moment is the super at the end: 40% of domestic violence is suffered by men. Ask me next year and I bet you I’ll still remember that statistic.
— Tham Khai Meng, Worldwide CCO, Ogilvy & Mather
Why does one laugh when a girl hits a guy but is completely shocked when a guy hits a girl? Size? Strength? History of violence? I don’t have the answers – nor the space here to go on – but, fuck, a 30-second film hits your brain cells with lots of stimulating questions.
— Icaro Doria, CCO, DDB New York
  • British Arrows // Gold // Best New Creative Team
  • British Arrows // Silver // Charity
  • British Arrows // Bronze // Public Service Advertising
  • Cannes Lions // Shortlist // Film Craft
  • D&AD // Wood // Tactical Film
  • Lovie Awards // Silver // Film
  • Webbys // Shortlisted // Public Service & Activism
  • Campaign Big // Shortlist // Film
  • Creativity // Editor's Pick
  • Campaign // Pick of the week