The government-funded spot titled "This Is Abuse" was created specifically to target teen boys. The ADA, England's often overly stodgy ad watchdog, said this about the decision:
"We understood the very sensitive nature of the concerns raised, that the ad was hard-hitting and viewers in general might find it disturbing. However, we considered the importance of the message being raised was likely to be seen as outweighing any distress caused."
The boy banging on the glass is pretty corny; however, at least the commercial isn't another victim shaming ad like we often get here in the US.
And apparently the seemingly obvious lesson is needed: Market research conducted by the Home Office found that 30% of 18-24 year-old British boys didn't think that this scenario was rape.
Ad agency: Rainey Kelly Campbell Roalfe/Y&R