Martin/Williams anti-gun ad

Martin/Williams of Minneapolis and production house Blind collaborated on this spot for EndGunViolence.com, the Web site of Citizens for a Safer Minnesota. It builds to a "surprise ending." This tactic almost never works, because it means the commercial loses impact once viewers know what's coming. That's not the case here. The sterile computer-generated environment makes the sudden appearance of a small human form especially poignant. The visuals are, in fact, refreshing for an ad of this type and effectively play against our expectations. There's no overt tugging on heartstrings until almost the very end. By that point, we've followed a hypnotic and ultimately sad trajectory. Such journeys often end with a whimper after starting with a bang.
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