Conservation charity Stop Ivory's new PSA puts the brutality of the ivory trade in your face--quite literally.
Created by JWT London and directed by James Lawes at Snapper Films, the spot shows a well-dressed woman bidding for a large, carved ivory tusk at a smart auction house. There's plenty of drama as the bidding gets more and more frantic, but when the gavel finally falls there's a loud gunshot noise and we see the woman's face splattered with blood from a huge dying elephant. The shocking ending is accompanied by the message that "as long as ivory is being sold, elephants are being killed."
While the U.K. government recently announced plans for a strict ivory ban, there are still many countries where trading ivory is permitted. Stop Ivory aims to appeal to all countries that still trade ivory to follow the U.K.'s lead, as well as urge the U.K. government to pass their proposal into written law as soon as possible.