Like father, like son.

Greg Gray directs this hard-edged spot for the Western Cape Government, who are concerned about how violence is passed down through generations. As a husband berates his wife in the car, his toddler looks on in the back seat. Even if he’s too young to understand what’s going on, it plants a mental seed that grows throughout childhood and adolescence.

The more abuse he witnesses or is subjected to over the years, the more he becomes his father’s son. It's a horrible moment when the protagonist—now grown up with a wife and child of his own—repeats what he heard all those years ago: "Just wait till we get home".

This is followed by a critical moment of self-awareness and a call to the Western Cape Government's support line. The hope is that more men with troubled pasts reach out to ensure a better future for children.

Product Category: Government Departments

Territory: South Africa

Like father, like son.

by Andrew MacGregor

Greg Gray directs this hard-edged spot for the Western Cape Government, who are concerned about how violence is passed down through generations. As a husband berates his wife in the car, his toddler looks on in the back seat. Even if he’s too young to understand what’s going on, it plants a mental seed that grows throughout childhood and adolescence.

The more abuse he witnesses or is subjected to over the years, the more he becomes his father’s son. It's a horrible moment when the protagonist—now grown up with a wife and child of his own—repeats what he heard all those years ago: "Just wait till we get home".

This is followed by a critical moment of self-awareness and a call to the Western Cape Government's support line. The hope is that more men with troubled pasts reach out to ensure a better future for children.

Product Category: Government Departments

Territory: South Africa