This hard-hitting film for a divorce app shows the devastating consequences of an acrimonious split

A Danish film for a new app designed to help people deal with divorce shows the devastating emotional effects of an acrimonious split on kids.

The ad was created by Saatchi & Saatchi Copenhagen to promote the Teamwork Family app, launched by Richardt Deleuran in Denmark, where more than 50% of all marriages end in a divorce.  

The spot, filmed via production company Gobsmack and written and directed by Stefan Pflug, shows a child of divorced parents at four different stages during his life, with the twist that it’s in reverse order. We see him as a bitter old man, as a middle aged man already with two marriages behind him, as an adolescent already angry and untrusting of women, and finally as a young boy coming home from school to see his parents arguing.

It’s a disturbing watch, and a compelling message for the app, which offers tools such as an advanced calendar system and legal advice, to help with good parent teamwork so that the process becomes as safe, fair and easy as possible.