The campaign theme is the prevention of child abuse. I planned to execute five TV commercials by campaign stages. This is the first one.
In this stage, it would be important to attract interests about child abuse with a strong impact. According to a research, a person who suffered from child abuse in the childhood is likely to make his or her own child abused again. This advertisement acknowledges the thought that you must know the problem of child abuse deeply and cut the evil chain by declaring it in early stage to prevent it.
A father confronts his child. He seems to be full of anger, but strangely he looks sad at the same time. His fist shakes with anger. In the end His anger breaks out and he strikes his child with his fist. But there is not the child but a mirror on the wall. It turns out that his child is himself in his childhood.