Awful

Disturbing Portuguese Ad Shows Man Violently Headbutting Wife Until She Passes Out

Who knew violence against women could be such a great marketing technique?

That seems to be the mentality of the folks behind social event site Vai Bater’s new commercial, which features a man bashing his wife in the head four times because she won’t leave him alone while he’s using his Apple device. The ad begins with the woman in white climbing into bed with her husband (he is her real life spouse as well). She rubs his chest and kisses him, but he is more interested in his tablet and headbutts her several times to get her to stop bothering him. After she is out cold, he throws on some snazzy clothes, tucks her in, pets her hair, and gives her a peck on the cheek.

AdWeek reports that the commercial’s tagline, which is in Portuguese, translates to, “Vai Bater! Events close to you. Choose the event. Live the moment!” They also consulted an expert on the language and were told:

“Vai Bater can translate literally to ‘go hit,’ but the name of the site is more likely a reference to a heartbeat, as in ‘a sua coração vai bater,’ or ‘your heart will beat,’ as in, these events are exciting … and maybe you’ll find a better girlfriend there. So, the ad is a play on the double meaning.”

That doesn’t make the clip any less disturbing, and we’re even more repulsed to learn that the actor and actress in the video are married in real life. Here’s to hoping the company doesn’t produce any more ads like this one, as abusive relationships and domestic violence are not joking matters.

TAGS: vai bater

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