This spot is unsettling from the outset. We see the reflection of a man in the glass that covers a couple of framed photographs. He picks up the framed photos and places them face down on the table.
Next, the man, who is home alone, takes down off the wall a large framed photo of buddies playing rugby. Then he turns over a photo of a young woman, perhaps his daughter, and places it flat on another table. He follows this by putting face down yet another framed photo-one that pictures past generations of presumably his family. The man then turns over one more framed photo that appears to be of him and his wife or girlfriend.
With the taking down of each photo, it’s as if he’s closing a chapter of his life. But soon it becomes apparent that the sense of closure he’s seeking is destructively permanent.
He walks across the room and clutches yet another framed photo-except we cannot see the picture itself. However, in plain view is the object in his other hand-a gun. Moments later, we see that the photo he’s holding is of himself, as he puts the gun to his head.
The spot then cuts to a nighttime exterior shot of his residence. Against this backdrop, we hear the sound of a gun blast.
A super reads: "More lives are lost to suicide than any other form of gun violence."
The PSA is then tagged with the name of the sponsoring organization: Physicians for Social Responsibility, accompanied by a Web site address (www.PSR.org).
PSR is an anti-gun violence organization based in Washington, D.C. Director Laurence Thrush of Growth Films, Santa Monica, came up with the concept to advance the group’s "Guns in the Home" campaign. He worked closely with PSR’s head of communications, Arinn Dixon Widemayer.
Thrush’s support team at Growth Films included producer Simon Thrush and production manager Corina Dennison. The spot was shot on location in Los Angeles by DP Gary Young.
Breezy Asher edited the PSA via Rock Paper Scissors, Los Angeles. Corina Dennison produced for Rock Paper Scissors. Online editor was Ben Looram of A52, Los Angeles. Colorist was Shane Harris of Company 3, Santa Monica. Audio mixer was Eric Ryan of RavensWork, Venice, Calif. Sound designer was Michael Anastasie of stimmung, Santa Monica.
Gary Riffat was the principal actor: The SAG/AFTRA Commercials Contract Standing Committee has granted a waiver to allow commercials to be available for viewing on SHOOTonline.com. The spots cannot be copied, downloaded or emailed.
