These are fantastic ads. I’ve only recently heard of Mom’s Demand Action (…for Gun Sense in America), but as I saw these ads floating across social networking sites, I couldn’t help being struck by them every time. If these ads don’t make you consider the gun debate in a slightly different light, I don’t know what will. For this kind of campaign, MDA really needed to create ads that made people think beyond a gut response and into their own relevant world.
MDA founder Shannon Watts told ABC News, “It’s this idea of juxtaposing the absurdity of what America is so worried about harming our children, yet we do not have an assault weapons ban. We have such lax gun laws in this country and yet we pretend to be so concerned about our children.”
Regardless of your second amendment convictions, this juxtaposition is exactly what makes this ad work: the care-free childhood ideal with an admittedly scary (and maybe, unrealistic) near-future. The copy at the bottom only emphasizes the point, but articulates their mission as well. The first caption reads: “We keep Little Red Riding Hood out of schools because of the bottle of wine in her basket. Why not assault weapons?”
The ads were created by Canada-based Grey Group.
What do you think? Effective or too much?