Ad uses sex attack to promote iPhone app
A new ad from a Sydney creative agency uses scenes including a sexual assault on a woman and domestic violence to promote a $1.99 iPhone app.
The ad promotes an app which allows a user of an iPhone to start capturing video and audio at the press of a button.
Domestic violence
Sex attack
Headbutt
The first scene in the video features a woman being pursued down a dark side street by a man in a hoodie.
He throws her against a wall and gropes her breast before leaving her lying on the ground.
A second scene sees a man being beaten up by a drinker in a pub, who headbutts him.
The third features a man terrorising his girlfriend as she cowers on a sofa.
The ad and app were created by Steve Miller Productions.
It has already drawn heavy criticism on YouTube. One commenter writes: “What’s the name of the application? I got raped?”
Miller, who developed the Backed Up app himself, told Mumbrella: “There’s been some pretty mixed comment about it. People can be pretty judgmental. Some people like it and some don’t.
“The thing about the app is that it allows you to be a powerful victim.”
Asked whether the ad was deliberately controversial, Miller said: “How do I answer that to a journalist? Somewhat, yeah. You’ve got to sell it. Obviously it’s controversial. I hope it’s a shareable peice of content.
“I was a little bit worried at the start that it might be banned by YouTube.”
When asked about the fact that the video has come out just ahead of White Ribbon Day, which campaigns against violence to women, Miller said: “Nice one. Perfectly timed.”
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I love this app! We need to be using technology in clever ways to combat crime and give a voice to victims. It’s just a shame the add went a tad too far. This app could be used to combat violence but this very violence was used in order to sell the app. What does it say about our society that I may not have heard about this powerful tool without the controversy surrounding it.
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Over the line, I am afraid
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The ad is quite effective actually. It shows a dramatisation of events how the app can be used.
I’m not sure in the heat of a moment it’ll be used. Good luck with it tho. The concept is great.
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An grossly unnecessary approach to a marginal user need.
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“perfectly timed”? What a DOUCHE!
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If it’s a line you haven’t been forced to cross you may think it’s excessive… but it probably looks useful to those who need to defend against prejudice and mendacity. Kim Armstrong’s point of view is sound.
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I know cyclists who have used digital cameras to get footage of car drivers cutting them off, abusing them etc. This was not accepted as evidence in court. Would the vids in this ad be different?
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so so badly shot
Did you say they are a creative agency?
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You might get raped, but at least now you can film it – does it have a ‘submit to police’ and ‘share to facebook’ button?
Also typo – on his quote you have ‘ instead of piece.
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“The ad promotes an app which allows a user of an iPhone to start capturing video and audio at the press of a button.”
…
What’s next on this company’s design agenda, a paid app for making a phone call?
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I have had this app for two weeks and i haven’t been raped yet. Im asking for my money back.
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