Serena Williams is lost in a maze of neon signs in Allstate spot on financial abuse
Ad by Leo Burnett Chicago aims to show victims how to spot some of the common signposts
Editor's Pick
In her latest PSA for the Allstate Foundation Purple Purse, ambassador Serena Williams wanders lost in a maze of neon signs, highlighting the warning signs of financial abuse.
The ad, by Leo Burnett Chicago, aims to show some of the common signposts of this often hidden form of abuse, bringing the often hard-to-see indicators of the issue into the light. They include partners denying women access to bank accounts, taking control of paychecks and demanding receipts for "every little things you buy." The ad, directed by Tool's Sasha Levinson, shows a fearful-looking Williams frustrated and blocked at every turn by the glaring signs, and informs us that they're often one of the reasons victims of domestic violence can't just leave.
The PSA is the first initiative under the Foundation’s new campaign, “Know Financial Abuse, No Domestic Violence,” aimed at driving increased public engagement on the issue. The campaign will ramp up in October, National Domestic Violence Awareness Month, with additional film content and opportunities to connect with survivors and financial empowerment experts.
Credits
- Date
- Aug 23, 2019
- Client :
- Allstate Foundation
- Agency :
- Leo Burnett-Chicago
- Executive Creative Director :
- Mikal Pittman
- Senior Art Director :
- Tufan Guzeloglu
- Senior Copywriter :
- Dina Facklis
- Copywriter :
- Juliet Fennell
- EVP Account Director :
- Debbie Myszynski
- Account Director :
- Leti Freytes
- Account Supervisor :
- Kelly Clarke
- Account Executive :
- Daney Ramirez
- Senior Producer :
- Kimberly Cowie
- VP Director Celebrity Services :
- Peggy Walters
- PR Agency :
- MSL Group Chicago
- Managing Director :
- Amy Cheronis
- SVP Communications Director :
- Lynsey Elve
- Senior Account Supervisor :
- Lily Merritt
- Account Supervisor :
- Kelsey Costales
- Senior Account Executive :
- Lauren Rasch
- Production :
- Tool of North America
- Director :
- Sasha Levinson
- Managing Director :
- Nancy Hacohen
- Senior Executive Producer :
- Laura Macauley
- Producer :
- Patti Getker
- Post :
- Optimus
- Editor :
- Angelo Valencia
- Producer :
- Joanna Woods
- Sound Design :
- Marina Killion
- Color :
- Paul Galati
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