Kill the Gun

Published/Aired: 
August 2007
Advertising Agency: AMV BBDO, London, UK
Creatives: Gary Walker, Huw Williams
Agency Producer: Yvonne Chalkley
Production Company: Therapy Films
Producers: Nicola Sims, Barry Hughes
Directors: Sean de Sparengo, Malcolm Venville
Directors of Photography: Stuart Graham, Max Malkin
Post-Production: The Mill
Editor: David Webb @ Final Cut
Sound Design: Parv Thind @ Wave
Camera: Phantom V9
Music: Casta Diva / Bellini
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Highest Rated

pixelbomb1's picture

drunk dave long time no see! welcome back!

pixelbomb1
Activity Score 2385
Other |

Sincerely,
Arnold Santillan
714-206-2459

Advertising Pawn's picture

Really daring piece of work. Kinda unexpected when you don't know what the spot is for (which makes the appearance of the boy even more striking).

http://advertisingpawn.com

Advertising Pawn
Activity Score 419
Other |

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Join the rarely updated ad orgy here: http://www.advertisingpawn.com

Malvolio's picture

Beautiful, but can anyone tell me who performed this Casta Diva? I can't find her (or is it him?), and I looove this version!
Thanks in advance,
Malvolio

Malvolio
Activity Score 2
ICTS Europe
sagas21's picture

realmente impresionante¡¡ muy bonito el mensaje, de verdad, las sociedad con armas? para que? si con ella sprohibidas en un problema, con ellas en las calles es peor.

sagas21
Activity Score 27
Graphic Designer
Guest's picture

Very nice. I think is a great piece of work and a very easy way to show a message.

Muy chido, lindo, bacan, cabro...., etc.

Guest
hdizzle's picture

That was awesome. The whole time i'm thinking how beautiful it is then the kid comes up... very powerful

hdizzle
Activity Score 50
Copywriter
fauxjebus's picture

Totally agree. This is amazing work and deserves every trophy it wins.

And the way they did the type was *ahem* bang on.

fauxjebus
Activity Score 501
Art Director at Trigger
pixelbomb1's picture

the thing is, why the watermelon before the black kid? mmmmmmm is it racial? again. see it's not the gun who kills. it's the uneducated person behind the gun. the gun itself is harmless and why the black kid. why not a white person, or some other race, why always the black people. liberal propaganda again.

pixelbomb1
Activity Score 2385
Other |

Sincerely,
Arnold Santillan
714-206-2459

kc_brock's picture

oh, come on pixelbomb. i'm sure most of us didn't notice a connection between the watermelon and the child. & didn't even think of the kid's race, just a child.

don't pull a race card when it wasn't intended in the ad.

i agree w/ a lot of your comments on this site, but this one was bush league.

kc_brock
Activity Score 703
Art Director |

rd

pixelbomb1's picture

c'mon ryan gimme a break. your from the states. c'mon don't be naive. you work in advertising. don't tell me you don't notice these things, even in t.v. commercials they are trying to be politically correct. if kfc advertises on a b.e.t. they will use a black kid, if it's on telemundo they will use a hispanic kid, if it's on chinese channel they will use a chinese kid. it's obvious. don't pull a race card. this is not a bush league this is in london.

pixelbomb1
Activity Score 2385
Other |

Sincerely,
Arnold Santillan
714-206-2459

ill-e-noise's picture

Most of the gang violence and gun abuse (terrible term, i know) is taking place in the poorer parts of the town. And most of the people living there are immigrants.

You're saying this ad's stereotype and racist because they used a black kid for this? If it was a Pakistani kid the ad would be racist, too, right? And if the ad was showing a white kid in victimhood it would probably be even more racist, wouldn't it?

What's your point pixelbomb?

ill-e-noise
pixelbomb1's picture

you didn't get did you. what i was saying is that watermelon is a stereotypes for black people and it just so happens right after the watermelon. to me this ad represents oh snap let's practice on these items, oh wait lemme see we are out of targets. it would have been better if they used a persons' back head.?

pixelbomb1
Activity Score 2385
Other |

Sincerely,
Arnold Santillan
714-206-2459

ill-e-noise's picture

i just think that suspecting it of being stereotypical or racist is over the top.
it would be somehow schlemiel if they showed a banana, a coconut, a basketball, and the melon in a row. then i'd agree with you.

btw, i've heard that hollywood sound designers often use water melons when they have to fake the sound of a bursting human head. and as someone else says below: the melon's round and red on the inside. that's the whole point.

ill-e-noise
pixelbomb1's picture

Watermelon and fried chicken were stereotypes often used as mockery.
http://www.blackpressusa.com/news/Article.asp?SID=3&Title=National+New...

pixelbomb1
Activity Score 2385
Other |

Sincerely,
Arnold Santillan
714-206-2459

klaussnow's picture

round watermelon, round head. Red innards, red innards...I rest my case.

purposeful prelude, no need to split hairs.

klaussnow
Activity Score 1645
Art Director |

... its already been done...

drunk dave's picture

Only in America... not the rest of the world... And I live in Africa and watermelons aren't associated with black people the slightest.

drunk dave
Activity Score 1066
Copywriter at Publicis South Africa
pixelbomb1's picture

drunk dave long time no see! welcome back!

pixelbomb1
Activity Score 2385
Other |

Sincerely,
Arnold Santillan
714-206-2459

BOOBJOB LOOBCANNON's picture

Nor in the UK; where this ad is made.

BOOBJOB LOOBCANNON
Activity Score 1838
Other |

We're going to need more lube.

Gary Walker's picture

The reason we cut to a watermelon just before we cut to the black-kid is purely for aesthetic reasons. (And if you are to believe the watermelon reference in the film The Day of the Jackal) It's very representative of a humans head being shot. Is there a racial undertone to it? No. I think this is an example of your racism not mine.
So why a black kid? The client is Choice FM. Choice FM is a black music radio station here in London and they have an on-going campaign to encourage 'Peace on the Streets' in the black community.

Pixelbomb, you are obviously Pro-gun judging by your comments, this film serves as an education to anyone thinking about picking up a gun and whether you are pro or anti gun you cannot dispute the harsh facts presented here as to what a bullet can do. Even the ex-Navy Seal who pulled the trigger for us (And is obviously Pro-gun) felt this was an extremely important education for anyone who may think about pulling a trigger.

To everyone else; thank-you for your kind words. Please spread the film. Gary. AMV BBDO

Gary Walker
Activity Score 4
LeeHarvey's picture

It's been on adformatie.nl which is the most visited advertising site in the Netherlands and it got nothing but great comments. A very very good commercial, right between the eyes...

LeeHarvey
Activity Score 3045
Creative Director
justpassingby's picture

Gary, why do you even try to explain to someone whos obviously quite jealous? Good work doesnt need explanations.

justpassingby
Activity Score 1368
Other
BOOBJOB LOOBCANNON's picture

Well said. Comments like that speak for themselves. Unfortunately for pixelbomb.

BOOBJOB LOOBCANNON
Activity Score 1838
Other |

We're going to need more lube.

BOOBJOB LOOBCANNON's picture

It's obviously fantastic, ignore comments like pixelbombs, they just go to show what kind of person he is.

BOOBJOB LOOBCANNON
Activity Score 1838
Other |

We're going to need more lube.

pixelbomb1's picture

gary, was that a .50 cal or .45 slug? just wondering. m16 is pointed so it can't be. (btw i am not a racist i work in compton, california if i am a racist i would not last there for seven years.

pixelbomb1
Activity Score 2385
Other |

Sincerely,
Arnold Santillan
714-206-2459

BOOBJOB LOOBCANNON's picture

Just a little jaded?

BOOBJOB LOOBCANNON
Activity Score 1838
Other |

We're going to need more lube.

pixelbomb1's picture

was that a .50 cal or .45 slug? just wondering. m16 is pointed so it can't be.

pixelbomb1
Activity Score 2385
Other |

Sincerely,
Arnold Santillan
714-206-2459

Babi's picture

This is art! I'll spread this film, thank you for doing it!

Babi
Activity Score 152
Other |

--------------------------------------------
http://lalbumnpo.wordpress.com the very best of non profit campaigns

Jet Propulsion Lab's picture

If I had all those items in front of me to shoot, I'd probably sequence them in that order myself. Well, probably not EXACTLY the same way, but definitely with a watermelon right before I cut to the shot of a boy.
I'd be hard pressed to find something that's more visually analogous to a human head being ripped apart by a speeding bullet than a watermelon (not the yellow kind, but bloody RED!!)
And your mind automatically superimposes that last image over the picture of the kid.

Brilliant.

Jet Propulsion Lab
Activity Score 10679
Copywriter
BOOBJOB LOOBCANNON's picture

Stop overthinking it pea brain.

BOOBJOB LOOBCANNON
Activity Score 1838
Other |

We're going to need more lube.

BOOBJOB LOOBCANNON's picture

Its nothing to do with that, its really simple if you use your brain - gun crime in London (where this ad is made) is worst amongst the black communities, hence using a black person so its more relevant to its target audience.

BOOBJOB LOOBCANNON
Activity Score 1838
Other |

We're going to need more lube.

picktokyo's picture

it functions to connect human head (red innards), I believe it is nothing racial. It makes me imagine how if the kid head blown... gotta be like watermelon, just more cruel and disgusting.

picktokyo
Activity Score 1404
Copywriter at JWT
panasit's picture

wonderful ad. very very very very wonderful ad. WOW.

But why the ketchup bottle? I think this is part of a racist anti-mustard propaganda.

panasit
Activity Score 687

-Tung
--good idea is enemy of great idea

subhashSudhakaran's picture

WOW
well executed,

subhashSudhakaran
jossierra's picture

Wonderful!!! A remarkable ad.

jossierra
Activity Score 68
Creative Director
RM's picture

This is one of the best ads I've seen this year, really quite haunting. I love the juxtapositioned music track as well, A commercial like this will win many awards, but hopefully it will win over many minds.

Well done.

RM
Activity Score 419
Copywriter
Guest's picture

niiice one...touchy

Guest
kc_brock's picture

powerful.

kc_brock
Activity Score 703
Art Director |

rd

snagesh75's picture

I wish there is any word for CLAPINGS.... Hats off guys!!!

snagesh75
Activity Score 58
Art Director at M & C SAATCHI
Carlos Garcia's picture

*Clap*Clap*Clap*Clap*Clap*Clap*Clap*Clap*Clap*Clap*Clap*
and now a standing ovation:

*Standing
*Clap*Clap*Clap*Clap*Clap*Clap*Clap*Clap*Clap*Clap*Clap*

:p

Carlos Garcia
Activity Score 847
Copywriter at Zwela |

CG

Pest0's picture

Congratulations, excellent.
Just the line at the end does not feel right to me. "Kill the gun" seems too "loud". But that's maybe a translation issue.

Pest0
justpassingby's picture

beautiful

justpassingby
Activity Score 1368
Other
Steve Biko's picture

I wish i could put a bullet through pixelbomb's black head.

Steve Biko
Brainsugar's picture

???
Nobody deserve to be killed...except you perhaps.

Brainsugar
Activity Score 1631
Copywriter
BOOBJOB LOOBCANNON's picture

You are an appalling human being.

BOOBJOB LOOBCANNON
Activity Score 1838
Other |

We're going to need more lube.

kc_brock's picture

ivan,

i think the unregistered guests addition is inviting unwanted turds.
it's pretty unfortunate a few have to ruin for all.

kc_brock
Activity Score 703
Art Director |

rd

Corbeen's picture

Cannes - silver or gold!!!!. everything perfect , except the copy . stop the bullets kill the gun?? why? How? why kill at all? Its good that the copy don't take attention to the viewer .. any way perfect video!!! bravo !!!!

Corbeen
Activity Score 1095
whatever333's picture

another case of creatives ripping off an artist.

whatever333
Corbeen's picture

that is happening all the time, depend how you see it. W+K. are doing that all the time. FOr me its a way how to put the art close to the mass public. Not everyone has interest to dig deep inside art. And this is one of the ways how to put art close to everybody.

Corbeen
Activity Score 1095
Jonny Lonestar's picture

wow.

at first I was thinking "rip-off" but no one owns the bullet-shot idea... it's everywhere. and here it is re appropriated and twisted to make an incredibly deep lasting impression.

plus, no one has ever done high speed bullets shots with a 50 cal... That'll teach me to stop playing with machine guns.

Jonny Lonestar
Activity Score 282
Art Director
guest's picture

First off I like the commercail I think it is perfect for it's market and that is one of the big things you have to consider. The only negative comment I have is I think this was already done in the states. It might not be exactly the same but it is simular. I will do some checking and see if I can find the clip. But either way it is a great peice and I do not mind seeing it.

guest
sindbad's picture

wow, Very nice, excellent.

sindbad
Activity Score 9
Art Director |

BeSoZ

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