War isn’t and shouldn’t be child’s play. But worldwide, hundreds of thousands of kids are being forced into battle. To help make sure that these casualties of war are no longer overlooked, the Peace Council has created "Pistol."
The :30 opens on a cloth lying on the ground. A pair of hands immediately enters the picture, briskly unfolding the cloth to reveal parts of an automatic firearm. The fast-moving hands methodically assemble the components. As we view the precision with which this weapon is being put together, we also begin to see more of the person to whom the hands belong. Our protagonist is dressed in army boots and battle camouflage fatigues.
In a matter of seconds, this gun has been readied for battle: Its firing pin is in place; a full round of ammunition has been loaded. The camera continues to move up, showing us the face of our presumed soldier of fortune. Shockingly, it’s a youngster—a boy who looks like he should be battling acne rather than armed adult enemies who shoot to kill.
The screen goes dark and a series of three supers appears: "Over 350,000 children around the world / are forced to fight in wars. / Kids should be kids."
The spot ends with a super of the Peace Council and its logo.
Formed in 1996 by Daniel Russ and Brent Ladd—senior VPs/creative directors at GSD&M, Austin, Texas—the Peace Council is a nonprofit foundation that produces commercials and print ads that help raise awareness about issues of social consequence. Creatives from other agencies have also since joined the Peace Council—which is no stranger to "The Best Work You May Never See" gallery.
Last year, the Peace Council’s "Power Lock," a PSA that casts a new light on racism, made the SHOOT gallery (SHOOT, 1/21/00, p. 15). The spot was directed by Peter Darley Miller of Stiefel+Company, Santa Monica. Just a few months later, the Peace Council’s "Hole," which powerfully shows the dangers created by the proliferation of landmines worldwide, earned "Best Work You May Never See" distinction (SHOOT, 4/14/00, p. 15). "Hole" was directed by Dennis Fagan, an Austin-based fine arts still photographer who has diversified into TV commercial helming.
Fagan also directed "Pistol," backed by freelance line producer Mary Ellen Farrar. The spot was lensed by Fagan at his Austin-based Dennis Fagan Studios.
"Pistol" ‘s creative team at GSD&M consisted of group creative director/art director Ladd, group creative director/writer Russ, and freelancer Farrar, who doubled as agency producer on the job.
Offline editor was Gavin Tatro of 501 Post, Austin. Online editor/colorist was Jim Reed, also of 501 Post. The spot was colorized to recreate a CNN-newsreel look. Eric Pham of 501 Post served as graphics artist, with the company’s George O’Dwyer executive producing. Audio mixer was Corey Roberts of Austin-based Sound to Image.
"Pistol" tackles a topical issue in that news outlets have reported, for instance, that the anti-Taliban Northern Alliance in Afghanistan includes soldiers who are as young as 12 years old.
But the recruitment of children isn’t confined to Afghanistan. Minors currently participate in dozens of armed conflicts around the world. Poverty, the proliferation of small and cheap weapons, and the changing nature of warfare have increased both the use and roles of child soldiers. If not killed or physically injured, children in battle still suffer emotionally and economically. Being soldiers robs them of their families and their education. And surviving children often have difficulty rejoining their communities.
The Peace Council began working on this issue a year ago, creating print ads to drum up awareness. The PSA was conceptualized and in production prior to the Sept. 11 terrorist attacks and the current military action in Afghanistan. "The timing might be bad in terms of stations giving us air time," opined Ladd. "But this is an important issue that we’ve been trying to address for a year."
"It’s a message," added Russ, "that hopefully will raise awareness in a way that will help children around the world."
