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

Published On
Aug 23, 2019

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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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