PSA directed by Yves Geleyn, produced by Hornet reveals the “Monster in the Closet”; Spot is the follow-up to Cannes Silver Lion-winning live-action piece
Among the many projects cited by SHOOT when it named Grey NY its Agency of the Year (SHOOT, 12/13/13) was a PSA entitled “Ed–A Petition for Stronger Gun Laws” for States United to Prevent Gun Violence. The live-action spot opens on a man with a blank facial expression who walks by and pays no heed to an office receptionist and former office co-workers. The office intruder is holding what appears to be a rifle. He then reaches a back office where he fires a shot at a man who appears to be in a managerial/supervisorial role. When the first bullet rings out, the supervisor and all the workers flee. But they have ample time to escape as the assailant has a musket-like weapon which requires that he reload and clean out the barrel in order to fire another shot. A super reads, “Guns Have Changed. Shouldn’t Our Gun Laws?”
“Ed” also earned industry accolades, including a Cannes Silver Lion.
Regarding what to do for an encore, Grey this time went the animation route, enlisting director Yves Geleyn and animation/mixed media studio Hornet for a States United to Prevent Gun Violence TV spot/web video titled “The Monster Is Real.”
The beautifully animated :90 PSA features a little boy who fears a “monster in the closet” and is reassured by his parents that there is nothing to be afraid of. One day, though, the lad looks to confront his fear and ventures into the closet where a box with a hat on top of it appears in the dark to be a forboding face. He climbs up, reaches into the box and pulls out a loaded, unlocked handgun. He begins playing with it and ultimately the weapon discharges, gravely wounding him. His unknowing parents can’t hear what’s happening over the din of their lawnmower cutting the grass outside.
A pair of stark messages appear on screen. They read: “The monster is real” followed by “1.5 million U.S. children are living with unlocked loaded guns. The spot concludes on States United to Prevent Gun Violence logo and web address, ceasefireusa.org.
Other sobering statistics not in the PSA include the fact that every day at least six children 18 years or younger are injured in an unintentional shooting, and that 75 percent of gun shot injuries to children under 10 that are serious enough to require hospitalization are due to unintentional shootings.
The Grey NY creative team included worldwide chief creative officer Tor Myhren, deputy worldwide CCO Per Pedersen, executive creative directors Rob Perillo and Rob Lenois, art director Evan Ortolani, copywriter Daniel Alvarez, executive VP/director of broadcast Bennett McCarroll, executive producer James McPherson and producer Zach Fleming.
The Many Hires Jeremiah Wassom As Group Creative Director
Independent agency The Many has added Jeremiah Wassom as group creative director.
Wassom most recently worked a decade at Deutsch LA where, as SVP/creative director, he led the Taco Bell account and won new business for the agency. His agency past also includes AKQA and TBWAChiatDay. His creative work has touched the QSR, video games, automotive, fashion, and culture brand sectors. He also served eight years with the United States Marine Corps.
“Throughout his career, Jeremiah has helmed work that has not only made me personally jealous but has consistently pushed brands to show up in memorable and innovative ways,” said Josh Paialii, head of creative at The Many. “One look at his body of work and you will see his passion for storytelling and craft has raised the bar for entire categories, driving participation with many brands’ most loyal fans. Beyond being a world-class creative director and maker, Wassom is a proven team player and strategic thought leader. He’ll be a great addition to the leadership team at The Many working across all accounts. His role will be immediately felt as he guides and supports each of the creative leads in the department.”
A 20-year creative with agency, brand, and freelance experience, Wassom has forged a creative approach which focuses on crafting engaging connections rather than simply make ads. He sees the need for advertising to mean more, not simply do more.
The Many believes that true business growth is made possible by harnessing the power of participation and partners with brands to forge deeper connections with consumers, cultivate trust and loyalty, and maximize marketing spend and execution. The agency is built around a flexible model that offers a suite of capabilities, including... Read More