00:00
NewerOlder

Choice FM, Choice: Kill the Gun

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
Aired: August 2007

Related videos by Shutterstock

73 comments

Advertising Pawn's picture
Advertising Pawn
419 pencils

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

_________________________________

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

Malvolio's picture
Malvolio
2 pencils

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

sagas21's picture
sagas21
27 pencils

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.

Guest's picture
Guest

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.

hdizzle's picture
hdizzle
50 pencils

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

jebus's picture
jebus
472 pencils

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

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

pixelbomb1's picture
pixelbomb1
2555 pencils

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.

Sincerely,
Arnold Santillan
714-206-2459

kc_brock's picture
kc_brock
703 pencils

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.

rd

pixelbomb1's picture
pixelbomb1
2555 pencils

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.

Sincerely,
Arnold Santillan
714-206-2459

ill-e-noise's picture
ill-e-noise

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?

pixelbomb1's picture
pixelbomb1
2555 pencils

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.?

Sincerely,
Arnold Santillan
714-206-2459

ill-e-noise's picture
ill-e-noise

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.

pixelbomb1's picture
pixelbomb1
2555 pencils

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

Sincerely,
Arnold Santillan
714-206-2459

klaussnow's picture
klaussnow
1677 pencils

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

purposeful prelude, no need to split hairs.

... its already been done...

drunk dave's picture
drunk dave
1066 pencils

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

pixelbomb1's picture
pixelbomb1
2555 pencils

drunk dave long time no see! welcome back!

Sincerely,
Arnold Santillan
714-206-2459

BOOBJOB LOOBCANNON's picture
BOOBJOB LOOBCANNON
1838 pencils

Nor in the UK; where this ad is made.

We're going to need more lube.

Gary Walker's picture
Gary Walker
4 pencils

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

LeeHarvey's picture
LeeHarvey
3045 pencils

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...

justpassingby's picture
justpassingby
1368 pencils

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

BOOBJOB LOOBCANNON's picture
BOOBJOB LOOBCANNON
1838 pencils

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

We're going to need more lube.

BOOBJOB LOOBCANNON's picture
BOOBJOB LOOBCANNON
1838 pencils

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

We're going to need more lube.

pixelbomb1's picture
pixelbomb1
2555 pencils

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.

Sincerely,
Arnold Santillan
714-206-2459

BOOBJOB LOOBCANNON's picture
BOOBJOB LOOBCANNON
1838 pencils

Just a little jaded?

We're going to need more lube.

pixelbomb1's picture
pixelbomb1
2555 pencils

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

Sincerely,
Arnold Santillan
714-206-2459

Babi's picture
Babi
154 pencils

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

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

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.

BOOBJOB LOOBCANNON's picture
BOOBJOB LOOBCANNON
1838 pencils

Stop overthinking it pea brain.

We're going to need more lube.

BOOBJOB LOOBCANNON's picture
BOOBJOB LOOBCANNON
1838 pencils

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.

We're going to need more lube.

picktokyo's picture
picktokyo
1404 pencils

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.

panasit's picture
panasit
687 pencils

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.

-Tung
--good idea is enemy of great idea

subhashSudhakaran's picture
subhashSudhakaran

WOW
well executed,

jossierra's picture
jossierra
51 pencils

Wonderful!!! A remarkable ad.

RM's picture
RM
419 pencils

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.

Guest's picture
Guest

niiice one...touchy

kc_brock's picture
kc_brock
703 pencils

powerful.

rd

snagesh75's picture
snagesh75
58 pencils

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

Carlos Garcia's picture
Carlos Garcia
846 pencils

*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

CG

Pest0's picture
Pest0

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.

justpassingby's picture
justpassingby
1368 pencils

beautiful

Steve Biko's picture
Steve Biko

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

Brainsugar's picture
Brainsugar
1580 pencils

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

BOOBJOB LOOBCANNON's picture
BOOBJOB LOOBCANNON
1838 pencils

You are an appalling human being.

We're going to need more lube.

kc_brock's picture
kc_brock
703 pencils

ivan,

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

rd

Corbeen's picture
Corbeen
1070 pencils

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 !!!!

whatever333's picture
whatever333

another case of creatives ripping off an artist.

Corbeen's picture
Corbeen
1070 pencils

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.

Jonny Lonestar's picture
Jonny Lonestar
284 pencils

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.

guest's picture
guest

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.

sindbad's picture
sindbad
9 pencils

wow, Very nice, excellent.

denrae's picture
denrae
83 pencils

gotta love BBDO.
amazing work from amazing people.

Salet's picture
Salet
288 pencils

One of the best ads I've ever seen. I actually got a chill thinking what was going to happen to the kid.

wendy0809's picture
wendy0809
88 pencils

This is so nice & meaningful…i really love this TVC.

RyanTBrown's picture
RyanTBrown
34 pencils

So powerful and beautifully done...

RyanTBrown's picture
RyanTBrown
34 pencils

So powerful and beautifully done...

db's picture
db
44 pencils

天 .... 果然很powerful ...

--------

Guest's picture
Guest
drunk dave's picture
drunk dave
1066 pencils

Only an idiot who has no understanding of advertising would use this reference to call them hacks. Slow motion shots of things being shot is as old as the technique. There idea is what makes it powerful communication that get the message across in a suprising, entertaining and, at the end, uncomfortable way. You really should stick to surfing you tube as you clearly aren't doing advertising yourself.

LeeHarvey's picture
LeeHarvey
3045 pencils

Dave, you're not THAT drunk, you've got a point there.

Corbeen's picture
Corbeen
1070 pencils

Dave, you have a point. Any way we say art direction aren’t we? Or Idea and execution if u prefer. So the art direction is for sure taken from that video. The choice of objects the positioning,
Even the frame size. Not standard but wide. The good thing is that has been done better than the original. And there is Idea behind I agree.

Guest's picture
Guest

try to think for a second. then tell me why this isn't a front shoot.
okay, seriously. don't you think it would lose much of its drive and power if this was filmed in dull tv frame size, with that tiny bullet in the middle?

Corbeen's picture
Corbeen
1070 pencils

Im not saying that the frame size is bad choice. I just think that there are lot of similarities with that Chinese video. Its a eclectic form, and I don't mind that. But it looks too much like the original. When you do an art direction its good to be inspired, but the border from inspiration to copy are on the edge in this case. Its almost same situation with "The Cog" from W+K when they took all the things from a video of one artist. And we judge execution (art direction) same as we judge Ideas. Hope I was clear...

sL.'s picture
sL.
12 pencils

很厉害啊`不错的创意哦 先被视觉效果所吸引 最后感觉自己被爆了头

sL.'s picture
sL.
12 pencils

& why the last guy is a black?

BOOBJOB LOOBCANNON's picture
BOOBJOB LOOBCANNON
1838 pencils

Because its about gun crime in the black communities of London. Thats also why it references guns, incase you were baffled by that as well.

We're going to need more lube.

drunk dave's picture
drunk dave
1066 pencils

Give up.. the world is full of idiots. No need to explain the ad anymore than you already have.

Daley's picture
Daley

Thankyou, drunk dave...exactly, I couldn't help think that the people posting their ridiculous conspiricy theories of racism and liberal propoganda are the exact reason why these sorts of ad's are made, people are stupid....
rich people
poor people
black people
white people
ugly people
sexy people
fat people
skinny
old
young
sick
fit...
you don't have to be BLACK to be shot in the head.
BUT you would have to be stupid to pull the trigger.

Guest's picture
Guest

lion

Guest's picture
Guest

Mesmerising, powerful and deserving of some serious recognition come awards time. Every once in a while a film like this comes along to remind us all in the industry, the power of a great idea, when beautifully realised . Well done all those involved.

we got deathstar's picture
we got deathstar
6 pencils

Personally, I HOPE THE LITTLE DEVIL GOT HIS BRAINS SPLATTED ON THE CAMERA.... too bad ... i was watching it right and i was like .. cool all the way through and then the kid come on and me and my friend just went "HUH?" in a surprised but good way then we was like yes! then it didnt -.-

we got deathstar's picture
we got deathstar
6 pencils

:D

we got deathstar's picture
we got deathstar
6 pencils

Im Not Bieng Racist... I Just Wanted to see some action

Guest's picture
Guest

that was so incredibly great it should be madde into a advert on t,v it wiould really get to people

WELL DONE

Post new comment

We highly appreciate your comments. When commenting please acknowledge the following guidelines: Be respectful and helpful. Do not spam or link drop.
Log in or register to post comments