Amnesty 'up to 69' by Cake

Integrated agency Cake has unveiled its latest viral drive for Amnesty International to raise awareness of domestic abuse. "Up to 69", aimed at the female audience, follows a woman who enters the toilets in a nightclub along with several other girls. As she looks at herself in the mirror, she begins to get beaten up by an abusive invisible man. It ends with the tagline: "In some countries, up to 69% of women have been physically assaulted by their male partners. You can do something about it." The spot is part of the "Stop violence against women" campaign.