What the Its On Us TV commercial - Autocorrect is about.

Title: Autocorrect - An It's On Us Creative Masterpiece

Introduction:In a world inundated with technology and constant communication, the It's On Us campaign delivers a powerful message through their TV spot titled "Autocorrect." This gripping and thought-provoking advertisement confronts the issue of sexual assault, exposing how society often "autocorrects" the responsibility onto the victims. With bold storytelling techniques and an innovative approach, "Autocorrect" aims to change the conversation surrounding consent and raise awareness about the importance of bystander intervention.

Plot Summary:"Autocorrect" opens with a young woman named Emily, who is feverishly typing on her smartphone in a crowded coffee shop. As she sends a casual and innocent text to her friend, the screen transitions to an abstract representation of her words being autocorrected into harmful messages. The spot then weaves together vignettes showcasing different scenarios of sexual assault, all framed within the context of technology and misinterpretation.

Each scene unfolds with haunting intensity, telling the stories of individuals who have been affected by sexual assault. The TV spot masterfully captures the sense of confusion and uncertainty surrounding incidents of this nature. The characters are portrayed authentically, representing diverse backgrounds and experiences. Through their interconnected stories, "Autocorrect" encourages viewers to recognize their responsibility in preventing such assaults.

As the spot progresses, it gradually shifts focus to highlight the pivotal role of bystanders in ending the pervasive cycle of sexual violence. The campaign skillfully emphasizes that we all have a collective responsibility to challenge social norms that perpetuate rape culture. By shining a light on the power of intervention and support, It's On Us inspires audiences to take an active role in preventing sexual assault.

Emotionally-charged moments throughout the TV spot serve as a reminder of the importance of consent. The campaign successfully conveys how seemingly innocent actions, whether through miscommunication or ingrained biases, can perpetuate harm and contribute to a culture that often blames victims rather than holding perpetrators accountable.

Conclusion:"Autocorrect," the captivating TV spot from the It's On Us campaign, delivers a powerful and important message. By challenging societal norms and shedding light on how we collectively contribute to rape culture, this creative masterpiece strives to change the narrative surrounding sexual assault. Through its innovative storytelling techniques and emotive portrayal of real-life scenarios, "Autocorrect" serves as a call to action, urging viewers to be vigilant bystanders who intervene and help reshape a society free from sexual violence. It's On Us urges us all to take responsibility and collectively say, "It's on us to stop sexual assault."

Its On Us TV commercial - Autocorrect produced for It's On Us was first shown on television on April 12, 2017.