America’s resistance to sensible gun controls is unfathomable outside America. There are, however, people within the country fighting for them. Of all the campaigns, each horrifying and compelling, this one is the most creatively interesting.

It takes the focus away from children and places it in hunting. In the film a voiced “homage to gun love” plays over a scene of a young deer in a forest. The shock (and it’s quite a shock) comes when the deer is shot multiple times. The commercial concludes with titles that question the availability of assault rifles.

The film was created for advocacy group, United Sense of America, by agency, American Haiku, and produced by Smuggler with Agency, preacher assisting on strategy. It was directed by directing duo, rubberband and written by American Haiku ECD, Thom Glover.  

Credits: 

Client: United Sense of America
Agency: American Haiku
ECD & Partner: Thom Glover

Agency: Preacher
Partners: Seth Gaffney, Rob Baird & Krystle Loyland

Director: rubberband
Production Company: SMUGGLER
Executive Producers: Patrick Milling Smith & Sue Yeon Ahn
Producer: Manny Caston

Voiceover Recording Studio: Q Dept
Voiceover Artist: Bill Kernodle
Sound Design: No. 8
Sound Designers: George Castle & James Benn

VFX:The Mill
Managing Director:Anastasia von Rohl
Senior Producer:
Mariah Gill-Erhart
Creative Director: Matt Fuller
CG Lead: Jessica Groom
2D Leads: Becky Porter & Toya Drechsler
Designer: Sidney Tan
Colourist :Yerlan Tanayev
Colour Assistants: Daymian Mejia & Alexandra Makarenko
Colour Producer: Jackson Winkler
Colour Executive Producer:Krista Staudt