Devastating Gun-Control Ad Reminds You That Kids and Firearms Don’t Mix

Grey's follow-up to Lion-winning 'Ed' spot

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Grey New York and its client, States United to Prevent Gun Violence, won a silver Lion in Film at Cannes last year for "Ed," their brutal spot about gun violence, set in a workplace.

The sequel, released today, titled "The Monster Is Real," takes place in a family home. Directed by Hornet's Yves Geleyn, the spot may be a cartoon, but that makes it no less devastating. We won't give away the plot, though the conclusion doesn't exactly come as a surprise. But again, that doesn't dull the impact much.

Critics will say that the kid wouldn't play with the gun if he was this afraid of it, though of course children aren't known for tempering their curiosity, either.

"In the wake of so many tragic mass shootings, the nation's focus has been on strengthening gun laws," says Sue Hornik, executive director of States United to Prevent Gun Violence. "But one preventable threat to children's safety is unlocked and loaded guns found around the house … the proverbial 'monster in the closet' of our new public service announcement."

In a release, the group also offered these sobering statistics:

• 1.5 million American children live in homes with unlocked and loaded firearms.

• Every day at least six children 18 and under are injured in an unintentional shooting.

• 75 percent of gun shot injuries to children under 10 that are serious enough to require hospitalization are due to unintentional shootings.

Credits below.


Client: States United to Prevent Gun Violence

Spot: "The Monster Is Real"

Agency: Grey

Worldwide Chief Creative Officer: Tor Myhren

Deputy Worldwide Chief Creative Officer: Per Pedersen

Executive Creative Directors: Rob Perillo, Rob Lenois

Art Director: Evan Ortolani

Copywriter: Daniel Alvarez

Director of Broadcast: Bennett McCarroll

Agency Executive Producer: James McPherson

Agency Producer: Zach Fleming

Account Director: Elizabeth Gilchrist

Account Executive: John Nelson

Production Company: Hornet

Director: Yves Geleyn

Executive Producer: Jan Stebbins

Composer: Mark Mothersbaugh

Music Company: Mutato Muzika

Music Producer: Natalie Montgomery

Music Engineer: Bradley Denniston

Music Supervision: Zach Pollakoff

Music, Sound Design: Dante Desole (Vision Post)

Principal Talent: Samantha Mathis, Anthony Arkin

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@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: April 9, 2014 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT