In the first shot, there are kids walking and standing in a school hallway. The kids look young, their ages presumably ranging from thirteen to fifteen years old. They could be in eighth or ninth grade. The majority of the kids shown are Caucasian, and they are all dressed well and carry backpacks.
Seconds later, three Caucasian girls are shown standing by the lockers. Two of them are taller and are seemingly well put together than the third girl, according to their style of clothes. The third girl could be stereotypically classified as a nerd because of her glasses and sloppy appearance.
The two girls are cornering her against the lockers and seem to be taunting her by pulling at her hair and laughing at her. They are talking to her, too. I can guess that they’re either insulting her or making fun of her. These girls are bullies. The victim swats the bully’s hands away from her hair. Her eyebrows are furrowed and she’s hunched her shoulders up, expressing her insecure and frightened demeanor.
One bully knocks the girl’s backpack off her shoulder and her stuff spills onto the floor. She gets down on her hands and knees to try to gather her things, and the other two continue to pull her hair and make fun of her.
As the bullies continue to taunt the girl, the other students in the hallway walk right on by, not bothering to stop or even look at what is happening. It’s kind of hard to miss what is going on, so I think they are just explicitly ignoring the situation. Maybe these girls are the bullies of the school, and this sort of confrontation happens everyday with the nerdy girl?
While the victim is still on the ground, one of the bullies grabs her face in and forces it in the direction of the other students in the hallway and says something to her. Is she telling her that no one likes her? Either way, the students still do not stop to look or help. The bully exudes physical and mental control in this instance.
The angle of the scene switches and another girl’s head comes into the shot. She is looking at the bullies and the victim through the mirror in her locker. Was she watching the whole time? Why wouldn’t she step in? Maybe she was once bullied by these girls, and now she is too scared to help. Her face is solemn, and her eyes express guiltiness, but she does nothing to help the victim.
The scene fades and the words “Teach your kids to be more than a bystander” appear on the screen with a tan background. This must imply that the girl who was watching the bullies did not know how to stop them, so she remained a bystander. This ad’s goal is to create awareness of the lack of knowledge many people have as bystanders, and to encourage the discussion of what to do and how to interfere in situations of bullying.