Guns, 3

May 2007

September 3rd at 9pm, Gerald Lee was drinking at a party. He pulled out his brand new handgun showing it off to his friends. "Don't worry, it's not loaded". Pointing the gun at his head, he began pulling the trigger. On the fourth pull, the gun discharged killing him instantly.
It's not easy to put live back together.

Advertising Agency: Y&R Asia, Singapore
Art Director: Kirsten Ackland
Creative Directors: Rowan Chanen, Ted Royer
Illustrator: Andy Yang
Copywriter: Tom Ormes

Comments (27)

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miko1aj's picture
Activity Score 3086

Some literature. I thought it is hard to read, but it is not. Therefore i can honestly say, that this is Great.

musback's picture
Activity Score 355

Couldn't agree more! This is one bad-ass sample of quality-typography IMO!
Dont know why or how they did it, but i automatically followed the correct reading sense... amazing
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
New Blog @

kre8's picture
Activity Score 989

awesome campaign.
nice one ivan!

esotericusername's picture
Activity Score 313

dead on, great concept and execution. Didn't this just win at one show?

kre8's picture
Activity Score 989

yeah, it won something...

debontjas's picture
Activity Score 72

Its good, butisn't this just another a-lot-of-parts-concept? Seen them a lot the last few years.

esotericusername's picture
Activity Score 313


miko1aj's picture
Activity Score 3086

so this is more deserving for appreciation, because this is VERY fresh approach for that many-parts type.

postman's picture
Activity Score 951

These stories are terrifying. I don't even want to think about what it was like for those involved.

What the Hell's picture
What the Hell
Activity Score 114

Too late. Landmine campaign done last year.

copywriter.txt's picture
Activity Score 828

Parts chart was made for landmine, cars, mechanic shops and much more. The fresh thing about this campaign is the story told by the parts.
The other ads are pure and simple advertising for ad people. This was made for shock and make you think about it. Worked with me.
A child with his body parts and nothing more, doesn't work as well.

lorem_ipsum's picture
Activity Score 196

I also think this one is better than the landmine ad last year.
It really makes me think... and also shocks me. It also did his part on me.
Besides that it also has an idea behind it.
great stuff! bravo!

Mr Hughes's picture
Mr Hughes
Activity Score 386

Very powerful writing. I like these a lot.

DarkSide's picture
Activity Score 1066

Very good.
I see a (now old) trend of this king of "instructions" art direction, but still is a good campaign

theredm's picture
Activity Score 252

Powerful, and surprisingly easy to read. Job well done.

hang-the-dj's picture
Activity Score 1262

Yes, this is brilliantly done, even though the execution feels a bit familiar the excellent copy turns it into something special. Love it.

addyong's picture
Activity Score 155

Great campaign, award winning copy & truly appreciated by creative ppl...

to the norms, maybe they must be a person who always bring magnifying glass, care bout great ads & details...

We said WOW, they said HOW? ;-)

Rog's picture
Activity Score 6082

Bang on.

>>>> That's not an ad. THIS is an ad.

B128's picture
Activity Score 392

Please somebody explain why the gun is dismantled. Is it to show the guns can be faulty? Not to put too much trust?

Jet Propulsion Lab's picture
Jet Propulsion Lab
Activity Score 10679

It's meant to visually pay off the tag line.
Although, like someone mentioned jokingly, it doesn't seem quite so easy putting all the gun parts back together, either...

yudi's picture
Activity Score 255

CONGRATS for winning the Oneshow!

jennywhx's picture
Activity Score 1142

i like the way they perform the copy! nice

rembrandt's picture
Activity Score 42

nice. i like it a lot. nothing more to say really.

Dick Huges's picture
Dick Huges
Activity Score 937

My name is Dick Huges and I like this a lot.

lsadunb's picture
Activity Score 571

Great idea!

slim's picture
Activity Score 1047

When copy and art work together as well as this, the result is usually outstanding.

Activity Score 26

Excelente campanha! Grande execução!

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