Public interest videos are rarely aesthetically appealing, but this one starring Keira Knightly just might buck the trend. Directed by her Atonement and Pride and Prejudice collaborator Joe Wright, the two-minute ad spot for Women’s Aid features Knightly as a victim of domestic violence in a smartly shot movie-within-a-movie. You can watch it for yourself above, but suffice to say it’s disturbing—and effective. I don’t know much about advertising, but when a public interest ad works, it works.
Spousal abuse has been especially linked with celebrity recently, so it’s nice to see someone lend their time and energy to promote a solution. And the way this has made traffic around the web is testament to the power of a familiar name and some top grade directing. Well done.