Cut (advertisement)

Cut is a British advertising campaign launched in 2009 by the charitable organisation Women's Aid to promote awareness of domestic violence. The campaign was created by advertising agency Grey London, and centres on a 120-second commercial starring Keira Knightley. The commercial was supported by poster and online components. Cut was directed by Joe Wright and produced by Dominic Delaney. Post-production work was handled by Big Buoy and Prime Focus. The campaign drew a significant amount of media attention, especially after advertising approval body Clearcast prohibited the short film from appearing on even post-watershed television, due to several particularly violent scenes. The title of the piece refers to the filmmaking practice of cutting.