The Blue Cross is a non-profit organisation that offers help to alcoholics and their relatives and friends. The spot is aimed at wifes and girlfriends of alcoholics who often suffer greatly due to their partner’s addiction.

Many times, alcoholism turns love into abuse. In the spot, we hear this transformation taking place within one sentence.

A man is repeating the same sentence over and over. But as he becomes more and more drunk, and his voice becoming increasingly slurred, it changes its meaning completely.By the end, 'My wife, my one great love, it's you I adore' has turned into 'Pig, piece of shit, whore'.