Brutal PSA aimed at hunting community calls for ‘common sense’ action on guns
American Haiku and Preacher team up with Smuggler and director duo Rubberband on new campaign
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Warning: The video above contains violent imagery and may be upsetting to some viewers.
Another school shooting, another PSA calling for sensible gun laws.
The video above, however, differs from the standard playbook in a few respects—first, in its simple and brutal vision, and second, in targeting an audience of hunters who might actually have some sway in pushing forward some sort of legislative action on guns.
The film was created for advocacy group United Sense of America by Smuggler and American Haiku and written by the latter’s executive creative director, Thom Glover. It was directed by the duo rubberband. Austin agency Preacher is handling some strategy work on the campaign. The message is as resonant as ever following the recent events in Georgia.
Also read—Gun violence ads reference Trump shooting: ‘Not everyone is that lucky’
Many gun violence campaigns preach to the choir and thus fail to make an impact. There are exceptions, such as last year’s “Aim for Change” campaign, which also targeted gun owners.
“Weapons of war are designed for a battlefield, not our children’s schools,” United Sense of America said in a statement.
“The people who are going to make the difference in legislation are hunters who think of themselves pretty moderate, common sense people,” Patrick Milling-Smith, founder of Smuggler, told Ad Age in an interview. “If we make everybody who owns a gun feel like a piece of shit, then they’re just not going to give an inch on anything.”
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Credits
- Date
- Sep 10, 2024
- Client :
- United Sense of America
- Agency :
- American Haiku
- ECD & Partner :
- Thom Glover
- Agency :
- Preacher
- Partner :
- Seth Gaffney
- Partner :
- Rob Baird
- Partner :
- Krystle Loyland
- Director :
- rubberband.
- Production Company :
- SMUGGLER
- Executive Producer :
- Patrick Milling Smith
- Executive Producer :
- Sue Yeon Ahn
- Producer :
- Manny Caston
- Voice Over :
- Bill Kernodle
- Voiceover Record Studio :
- Q Dept
- Sound Design :
- No. 8
- Sound Design :
- George Castle
- Sound Design :
- James Benn
- VFX :
- The Mill
- Managing Director :
- Anastasia von Rohl
- Sr. Producer :
- Mariah Gill-Erhart
- Creative Director :
- Matt Fuller
- CG Lead :
- Jessica Groom
- 2D Lead :
- Becky Porter
- 2D Lead :
- Toya Drechsler
- CG :
- Aryan Sacheva
- CG :
- Bill Lu
- CG :
- Brendon Echsner
- CG :
- Corinne DeOrsay
- CG :
- Dan Bodenstein
- CG :
- Dustin Leon
- CG :
- Gustavo Gonzalez
- CG :
- Ken Jones
- CG :
- Nick Carvalho
- CG :
- Olesya Gurezova
- CG :
- Raul Brossy
- CG :
- Yang Wu
- CG :
- Nilesh Mohan Wadekar
- CG :
- Sparsh Kumar
- 2D :
- Patrick Reillly
- Designer :
- Jaimie Yoo
- Designer :
- Sidney Tan
- Colorist :
- Yerlan Tanayev
- Color Assist :
- Daymian Mejia
- Color Assist :
- Alexandra Makarenko
- Color Producer :
- Jackson Winkler
- Color EP :
- Krista Staudt
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