A guy named Ed stalks past the glum cubicles of a nondescript office suite, raises his gun and fires a single shot at a middle-aged managerial type, narrowly missing his target. He then begins the laborious process of cleaning and reloading his musket-style weapon—the type of firearm widely used when the Second Amendment to the U.S. Constitution was ratified—giving everyone in the room time to flee. The chilling spot, from States United to Prevent Gun Violence and Grey New York, closes with the lines: "Guns have changed. Shouldn't our gun laws?"
Moms Demand Action and Grey Toronto take a simpler approach with "How Many More Rounds?" That clip shows shells ejecting in slow motion as an assault weapon is fired, with each casing representing a high-profile shooting: Newtown, Aurora, Virginia Tech, Columbine. As the tragedies pile up, the ad asks, "How many more rounds are we going to let this go for?" The same client-agency team also crafted print ads (posted after the jump) that show two kids standing or sitting side by side, each holding a different item, one of which has been banned by federal or local authorities to protect youngsters. The banned items include a version of Little Red Riding Hood, Kinder Surprise chocolate eggs and dodge balls. In each case, the contrasting item is an AR-15 assault rifle.
All three efforts are restrained and thoughtful, and each makes a point in a memorable way without seeming gratuitous. That the cause inspires impassioned and noteworthy creative work is no surprise. It's just a shame this particular ad category has to exist at all.
CREDITS (top spot)
Client: States United to Prevent Gun Violence
Spot: "Ed—A Petition For Stronger Gun Laws"
Agency: Grey NY
Tor Myhren – President & Chief Creative Officer
Steve Krauss – Executive Creative Director
Ari Halper – Executive Creative Director
Eric Schutte – Creative Director, Art Director
Rob Carducci – Associate Creative Director, Copywriter
Richard Bullock – Copywriter
Rachel West – Creative Reputation Manager
Elizabeth Gilchrist – VP, Account Director
Cassie Novick – Assistant Account Executive
Bennett McCarroll – EVP, Director of Broadcast Production
Floyd Russ – Producer
Sam Howard – Associate Producer
Adam Goldstein – Director
Bonnie Goldfarb – Executive Producer
Production Company: Harvest
Director: Adam Goldstein
Executive Producers: Bonnie Goldfarb, Rob Sexton
Line Producer: Francie Moore
D.P.: Roman Jakobi
Editorial: Mackenzie Cutler
Editor - Gavin Cutler
Assistant Editor - Ryan Steele
Producer - Sasha Hirschfeld
Visual FX: Method Studios
Jay Hawkins – Lead Flame Artist
Stella Ampatci – Matte Painter
Jenn Dewey – VFX Producer
Sound Design: Vision Post
Sound Designer: Ryan Hobler
Producer: Lindsay Brzowski
Music: G&E Music
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