This Hidden Camera Taxi Prank Shines a Horrifying Light on Domestic Abuse

Film for Allstate Foundation's Purple Purse Shows Financial Implications of Abuse

Published On
Jun 26, 2017

Editor's Pick

Allstate Foundation's Purple Purse initiative is highlighting the financial aspects of domestic abuse with a "social experiment" in which unsuspecting taxi riders find a lost purse containing a phone with some horrifying messages on it.

The campaign, by MSL Group Chicago and Leo Burnett, shows the people picking up the phone which is being bombarded with increasingly unpleasant and abusive texts, about how the partner is going to prevent her from having access to money. Eventually, the phone rings and it's apparently the purse's owner, who asks them to come and hand it over in a nearby cafe. The film shows how concerned the strangers are for her welfare, and ends by encouraging others to come forward if they suspect an abusive relationship, and to come to Purple Purse for advice.

The film was directed by hidden camera expert Andrew Lane at Rival School Pictures. It was released as Allstate Foundation Purple Purse today announced Serena Williams will serve as the program's new ambassador.


Jun 26, 2017
Brand :
Allstate Foundation
Client :
Allstate Foundation
Agency :
MSL Group Chicago/Leo Burnett
Chief Creative Officer :
Britt Nolan
Executive Vice President :
Mikal Pittman
Executive Vice President :
Jon Wyville
Executive Vice President :
Dave Loew
Executive Creative Director :
Mikal Pittman
Executive Creative Director :
Jon Wyville
Executive Creative Director :
Dave Loew
Associate Creative Director :
Donna Foster
Associate Creative Director :
Kristen Schwanz
Head of Production :
Veronica Puc
Group Executive Producer :
Denis Giroux
Senior Producer :
Leah Karabenick
Music Producer :
Alec Stern
Vice President, Account Director :
Kaitlyn Nolan
Vice President, Communications Director :
Lynsey Elve
Director, Strategy :
Ariel Tishgart
Account Supervisor :
Lily Merritt
Production Company :
Rival School Pictures
Executive Producer :
James Blom
Director :
Andrew Lane
Director, Photography :
Megan Donnelly
Line Producer :
Chris Lettley
Editorial :
The Whitehouse Post
Editor :
Matthew Wood
Assistant Editor :
Steve Kroodsma
Post Producer :
Lauren Connolly
Visual Effects and Color :
Colorist :
Jeff Altman
Visual Effects :
Jeff Charatz
Post Producer :
Derek Goldsmith
Recording Studio :
Another Country
Executive Producer :
Tim Konn
Sound Engineer :
John Binder
Music :
Nylon Studios
Composer :
Lydia Davies

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