(Los Angeles, California--June 3, 2014) Award-winning director Rodrigo Garcia Saiz delivers a jarring visualization of the agonizing repercussions of psychological abuse in the unsettling new :45 “Supermarket” for Todos Los Días Es El Día Para No Discriminar (Everyday is the Day is the Day to Not Discriminate), a discrimination awareness campaign out of Mexico’s National Council to Prevent Discrimination (Conapred). The spot features a woman whose grocery shopping is viciously interrupted by a violent physical attack from an invisible assailant, sending her reeling to the floor in agony, before reclaiming control and silently walking away.
to see “Supermarket.”
opens with a woman casually browsing the produce department of a grocery store when she receives a notification on her cell phone. After glancing at the message, her body is forcefully propelled onto a display of avocados. She begins to forcibly slap herself in the face before tumbling to the floor with the displaced fruit. She writhes and cowers between painful sobs as unseen blows are continually dispatched with brut force. As the invisible attacker persists, she cowers and through sobs cries, “I swear I won’t do it again.” She finally regains control from her out of sight aggressor, then breathlessly pulls herself up. She attempts to assemble composure over her now bruised and battered body and walks away with her head bowed. The spot closes with the super, “Psychological violence is as serious as physical abuse. If you don’t speak up, nobody will see it,” followed by the Todos los días es la día para no discriminar logo.
Supermarket - CONAPRED from [Central Films] on Vimeo.
Product/Service: Todos Los Dias Es El Dia Para No Discriminar
Advertising Agency: Ogilvy & Mather Mexico
Chief Creative Officer: Ivan Carrasco/Cesar Agost Carreño
Creative Director: Manuel Vega
Copywriter: Manuel Vega
Copywriter: Sofia Gomez
Producer: Juan Pablo Osio
Production Company: Central Films North
Director: Rodrigo Garcia Saiz
Executive Producer: Mauricio Francini
Executive Producer: John Barreiro
Cinematographer: Beto Casillas
Art: Oscar Carnicero
Editor: Leonel Perez
Sound Design: Bernardo Bravo
Post Production: Central Films