'Hit the Bitch': Domestic Violence PSA Goes Very, Very Wrong

A Danish PSA has managed to trivialize domestic violence to a degree unrivaled by our fashion industry, mainstream media and most irritating comedians (and all those people try really hard). HitTheBitch.com gives you a big, meaty hand with which to slap around a scantily dressed model who jabbers at you accusingly in Danish while sad rap music plays in the background. 

With every slap, the model’s face becomes more bruised, and a graphic at the top of the screen marks your progress from Pussy to Gangsta. I’m a pretty big pussy, so I only made it one fourth of the way to Gangsta before I got weirded out and had to stop. But apparently, once you've beaten the crap out of the model, the site totally topples all of your assumptions about intimate partner violence -- you know, that it makes you an offensive stereotype of a black man -- and you are told instead that you are "100% Idiot!"

And teen boys everywhere lean back and thoughtfully consider the relationship between aggressive ideals of masculinity and violence against women.

Seriously though, this seems like the end result of some people sitting around a table trying to figure out how to make domestic violence edgy and attention-grabbing. Are we really so inured to the standard imagery of wide-eyed kids cowering in the background, or the bruised faces of women?

Then again, no one in mainstream media talks about domestic violence unless it happens to a good-looking famous person, and lots of people are talking about this ad. So, even though it's pretty fucking tone deaf and horrifying, are they on the right track by trying to be aggressively controversial?  

h/t Adweek. 

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