An ad released by relatives of those lost in the Sandy Hook Elementary School shooting uses story and misdirection to make an all-too-real point: You can stop gun violence, if you know what to look for.
The spot, titled “Evan,” engrosses viewers over a one-minute-and-40-second love story with a chilling twist. Since releasing on YouTube Friday, it’s garnered 2.5 million views and countless floored reactions:
Using selective framing and focus, the ad shows the subtle signals that potential shooters often reveal and casts viewers as those close to them who can easily miss such red flags. A sentimental folk song sets the tone for a budding romance that unfolds with expert pacing. Then it all comes to shattering halt.
The ad, made by BBDO New York, comes from the Sandy Hook Promise, a nonpartisan nonprofit launched by families who lost loved ones at the attack in Newtown, Conn. four years ago this month.
The ad promotes “Know The Signs,” a campaign raising awareness about the warning signs that can precede gun violence. According to Sandy Hook Promise, 80% of school shooters told someone of their plans to commit violence before taking action. Too often, no one intervenes.
GO BACK AND WATCH IT AGAIN
YOU"LL NOTICE ALL THE THINGS YOU IGNORED THE FIRST TIME