For the “International Day for the Elimination of Violence against Women” Leo Burnett Israel and its clients decided to speak out. The agency working together with Wizo (Women’s International Zionist Organization) and some of the country’s leading brands: Cellcom (telecom), Achla (salad spread), Harel (Medical Insurance), Direct Insurance, Isracard, Maccabi Health Fund, The Azrieli Malls and Mazda – decided to take over the entire commercial break preceding the country’s 8 o’clock evening news. Prime prime-time.
The ads which naturally promote the brands’ products, all emphasize the everyday cycle of violence thousands of women in Israel are captive of. They all use the same a dark twist that shows how every day products can become the trigger for a ******* escalation and outburst. Because when you’re out for a fight, any excuse will do.

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