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Choice FM “Kill the Gun” TV advert

Agency: AMV BBDO

Client: Choice FM

Choice FM is launching a new TV and cinema campaign to address the issue of gun-related crime.


Created by AMV BBDO and Therapy Films the aim of the 60” film is to raise awareness in areas that have high gun crime rates, capitalising on the weekend of the Notting Hill Carnival.


Taking a positive action to try to prevent further mortality and injury, the personal approach of talking directly with people involved as well as this moving film to support the campaign it’s hoped that this campaign will have huge effect.


“Kill the Gun” was shot on the phantom camera, which captures 10,000 frames per second - an astounding amount compared to the standard 25 frames per second.


The desired effect is overwhelming and beautiful, with real bullets being used to shoot through inanimate objects - such as an egg, a glass of milk, a bottle of tomato ketchup, a bottle of mineral water, an apple and a watermelon - allowing the full effect of a bullet’s blow to be revealed in super slow motion.


Shot in the US, the Directors had to really take the time to understand how the guns work and aim their shots which makes the whole piece all the more powerful as you know the destructive impact is all real.


It is not actually permissible for live ammunition to be shot in a studio in the US.


A number of LA based gun clubs were approached who were initially very happy to allow a commercial to be shot on their rifle range - until they found out what the film was actually for.


Eventually a rifle range an hour and a half outside LA agreed for the team to shoot the film at their facility and a ballistics expert was appointed - Mark Stefanich an ex Navy Seal (US Special Forces).


Mark used a handheld pistol with no telescopic sight, rather than setting it up on a rig, to shoot each object and did each one in a maximum of three takes.


This dramatic slow motion sequence of household objects being completely obliterated by bullets is set to atmospheric operatic music, and the film climaxes to reveal the face of a beautiful innocent black boy.


The young London lad was extremely willing to take part, as a close relative of his had been a victim of gun crime, so this is an issue particularly close to his and his family’s hearts.


Managing Director at Choice FM, Ivor Etienne, comments, “Choice FM take the issue of gun crime very seriously, that's why we launched the "Peace on the streets" campaign as gun violence effects some parts of the young urban community that we interact with in the UK.


“The powerful message that the "Kill the Gun" advert makes is that it not glamorous to carry a gun, it's not a toy or you can never be protected by carrying a gun.
He concluded, “In the end gun violence destroys young lives and showing this advert during the summer months will hopefully put this message in the forefront of young minds when they are confronted by peer pressure or conflict situations.”

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