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Don't Call It Love

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Don't Call It Love

Set in Paris, the film initially depicts an elegant couple in intimate, seemingly romantic moments. She is confident and captivating; he is mysterious and alluring. As the narrative progresses, subtle yet disturbing signs of abuse, previously unnoticed, emerge. The film pivots with the tagline, "Have you noticed signs of abuse in this film?", prompting viewers to reconsider earlier scenes now explicitly highlighting abuse. These reframing challenges perception of normalized relationship behaviors, exposing them as early warning signs of potential emotional, physical, or sexual violence.


Awards

  • D&AD WOOD pencil

Details

Credits

  • Entrant Company
    • BETC Paris
  • Brand
    • YSL Beauté
  • Advertising Agency
    • Maison BETC
  • Production Company
    • Aswan
    • Gum
    • Poster
  • Client
    • L'Oréal

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