This PSA About Police Brutality Is Told From a Particularly Unusual Point of View

Police brutality doesn’t just affect its victims. It affects the moms of the cops who inflict it. And it’s their responsibility to speak out against it, argues this hard-to-swallow new PSA.

At the beginning of the one-minute clip, the hashtag appears: #AsAMotherSpeakOut. Viewers might naturally assume the grieving woman is the mother of an unarmed teen killed by a cop. But as the story progresses, it turns out she’s actually the mother of the police officer who pulled the trigger.

It’s easy to imagine the knot of emotions a person might feel in such a scenario—sorrow and regret over the dead teenager; compassion and protectiveness toward her son; disgust with the violence he’s perpetrated; shame for indirectly bringing it to bear on the world; and in the ad’s key point, a moral obligation decry it.

Here, that denunciation takes the form of writing to a congressman, questioning the legal standard that defers to the police’s perspective when they use lethal force (part of the Justice Department’s reasoning in not prosecuting former Ferguson police officer Darren Wilson for killing Michael Brown).

The general idea—that in the end, all the parties involved, and their families, suffer as a result of police brutality—is worth considering. But the ad’s broader, well-intentioned purpose—calling on the public to participate in seeking a collective solution to a systemic problem—suffers to some degree at the hands of its own tricky execution, and the complexity of the issues at hand.

Sure, the cop has a mother whom he loves—but his face as he decides to pull the trigger seems a picture of rage, more than anything else. And while the camera doesn’t show the kid’s very final second (perhaps a subtle reference to the Brown case, or just the generally perceived difficulty in parsing the truth in many police shootings), it would take a particularly generous reading of the ad to find it suggesting that the cop saw a reasonable, immediate threat (something that, despite the circumstances of the Walter Scott shooting in South Carolina, the legal standard for police using deadly force on fleeing suspects requires).

So, the PSA—created by Shape History, a creative studio for social impact—casts the cop as a clear-cut murderer, and asks sympathy for his mother, but falls short of her explicitly saying he’s escaped justice due to a flawed system. Meanwhile, another generous reading might find the spot suggesting that the lethal force standard engenders a malicious-at-worst, careless-at-best, shoot-to-kill policing culture. But it fails to get into the details of how systemic issues might have fostered a tragic act of violence, and instead emphasizes dramatizing the act itself, and the remorse of the killer’s mother—effectively lamenting an aspect of the aftermath that’s generally overshadowed, as it should be, by greater focus on the greater injustice, the victim.

Sadly, the real instances of police brutality—and the havoc they wreak on communities—are clear enough evidence that the system is flawed, already.

Via Hello You Creatives.



This Folk Song About Severed Fingers Is Actually a Gun Violence PSA for Millennials

Grey New York makes a ton of gun violence PSAs—from the famously brutal (and award-winning) “Ed” spot in 2013 to this year’s stunt in which it opened a gun store in the middle of New York City. But this new project might be its craziest yet.

Millennials apparently love the combination of music and severed fingers, because that’s the target market and the theme of this new video from Women Against Gun Violence.

It was directed and animated by Johnnie Semerad of Quiet Man, and is set to a folk song (that might remind you a bit of “Dumb Ways to Die”) scored and performed by singer/songwriter Stephen Krauss.

WAGV says the gun violence prevention movement doesn’t have the attention of millennials right now, but the group believes this video could change that.

“This may not be your dinner table video but it gets the point across, and it gets people talking which is the ultimate goal,” says Josh Stepakoff, gun violence survivor and WAGV’s youngest board member. “I want my peers, the millennial generation, to use their power to affect change, and I believe this PSA will help get them engaged in the conversation.”

And if nothing else, all these cleanly severed fingers might also serve as a reminder to be careful around knives, too.

CREDITS
Advertiser: Women Against Gun Violence
Spot Title: “Keep Your Finger Off the Trigger”
First Air Date: 4/28/15
Agency: Grey NY
Worldwide Chief Creative Officer: Tor Myhren
Deputy Worldwide Chief Creative Officer: Per Pedersen
Chief Creative Officer: Andreas Dahlqvist
Executive Creative Director: Stephen Krauss
Executive Creative Director: Ari Halper
Singer/Songwriter: Stephen Krauss
Creative Director: Marco Pupo
Creative Director: Joao Coutinho
EVP Director Broadcast Production: Bennett McCarroll
Director of Audio Services/Sound Engineer: Dante Desole
VP Account Director: Elizabeth Gilchrist
Account Supervisor: Katie Stirn
Business Manager: Cecilia Critchley
EVP Director of Music: Josh Rabinowitz
VP Director of Licensing: Amy Rosen
Project Manager: Emma Tonetti

Production Company (location): Quietman
Director/Animator: Johnnie Semerad
Executive Producer: Carey Gattyan
Associate Producer: Clare O’Brien
Editor: Morgan Mitchell
Flame Artist: Stephanie Greenberg



Anti-Littering Campaign Uses DNA to Identify Litterbugs and Put Their Faces on Ads

Thinking of littering in Hong Kong? You could soon be a poster child for the problem.

A remarkable campaign from Ogilvy & Mather takes DNA from trash on the ground and uses Snapshot DNA phenotyping to generate physical likenesses of the litterers, who then end up on outdoor ads telling people not to litter. (DNA phenotyping is the process of predicting a person’s physical appearance based on their DNA alone.)

The legalities of labeling people as litterers this way must be awfully complicated, and it’s not entirely clear how close the images might be to the real people. But the campaign is certainly fascinating in a CSI kind of way.

“This campaign is one of a kind,” says Reed Collins, chief creative officer at Ogilvy Hong Kong. “It’s interactive. It’s innovative. It’s our own science experiment that we’re using to create social change. Litter is such a major problem in Hong Kong, and thanks to technology, we can now put a face to this anonymous crime and get people to think twice about littering.”

Read more at Ecozine. Via Laughing Squid.



3 New Businesses in Omaha Are Making People Cringe, but They're Doing Good Work

Three strange storefronts have popped up in Omaha recently that you wouldn’t to enter—but they’re part of a PSA campaign telling residents that, unfortunately, sexually transmitted diseases are open for business in the city.

Omaha has had a shockingly high STD rate for over a decade, and it’s only getting worse. Cases of gonorrhea and syphilis are up by 15 and 23 percent, and Chlamydia reached an all-time high in 2014 with 3,390 reported cases.

The storefront campaign by Serve Marketing, timed to National STD Awareness Month, aims to get people talking about the crisis—and give them information to get checked. The campaign includes TV, outdoor, radio, social and digital banners for the fake businesses.

“This has been a closeted issue in Omaha for decades,” says Serve creative director Gary Mueller. “If we want to ultimately lower the STD rate and change people’s behaviors, we need to be bolder and more aggressive about getting people to talk about the issue. We think this will get people talking.”

The storefronts:

The outdoor ads:

The commercials:

CREDITS
Agency: Serve Marketing
Creative Director: Gary Mueller
Art Director: Matt Herrmann/Carsyn Taylor
Copywriter: Nick Pipitone
Account Executive: Heidi Sterricker
Social Media: Alex Boeder + Lauren Wagner
Producer: Jessica Farrell
Director Of Photography: Quinn Hester
Editors/GFX: Special Entertainment LLC (Bobby Ciraldo + Andrew Swant)
Assistant Editor: Jon Phillips
Audio: Peter Batchhelder
Production Manager: Rob Birdsall



A 5-Year-Old Girl Calls the Police and Saves Her Mom's Life in This Remarkable PSA

Real audio of a 5-year-old girl calling 999 (Britain’s version of 911)—after her mother has had a seizure—anchors this compelling new PSA from Grey London aimed at getting more parents to teach their kids how to call the police in an emergency.

Elleemae Addison was home with her mother Loretta and her baby sister when Loretta had an epileptic fit in 2012. Luckily, Elleemae had been taught how to dial 999. Check out the how the call went here:

The PSA, supported by British Red Cross, is for parenting website Mumsnet. In a Mumsnet survey of 757 people, 37 percent of them said they had not taught their child to dial 999. Nearly half of them said it was because they didn’t think their child was mature enough.

“Nobody wants to think about the circumstances in which their child might need to call 999, but as Elleemae’s story shows, it can literally be a lifesaver,” says Mumsnet CEO Justine Roberts. “We hope this powerful film will encourage parents to take a deep breath and have a chat with their children.”

For visuals, the ad uses home movie footage of Elleemae and her family.

“Ads are glossy and distant. How we record our lives is awkward, beautiful, and constantly changing,” says Grey London chairman and chief creative officer Nils Leonard. “The black holes, mixed media, low resolution, distortion and awkward crops are the canvas of our real lives, and the craft leveraged here was all in service of amplifying this incredible phone call with as much emotion as possible.?”



Empty Wheelchair Chases People Around a Mall in One of the Meanest Ad Pranks Yet

Hand out fliers about the dangers of osteoporosis pretty much anywhere and see what happens. Crumple. Toss. No one reads all those statistics. But chase those same folks with a remote-controlled wheelchair? Now you have yourself a public service campaign.

Never mind that it could spike some heart rates—why is that contraption following me?—it’s for the greater good.

The prank-style awareness campaign, from FCB Health for Crouse Hospital in Syracuse, N.Y., shares some fairly alarming data: About 54 million Americans have osteoporosis or low bone density, and one in two women over age 50 will break a bone due to osteoporosis. Recovery can be brutal, or nonexistent—hence the wheelchair as the central prop.

With slightly more ominous background music, “Beware the Chair” could double as an ad for a horror flick. (Put a creepy baby in it, and you have a Thinkmodo production.) Initial reaction seems to be pretty strong, judging from the video. Or maybe those people were already trembling?

The work will get print, outdoor and heavy social media distribution via Crouse Hospital’s Twitter, Instagram, Facebook and YouTube. FCB is also offering it free to hospitals and health care groups across the country.



Grim Reaper Sings About Kids Dying in Unicef's Insane Sound of Music Parody

The hills are alive with the sound of Unicef Sweden singing about cholera.

A jolly grim reaper does a Broadway number on waterborne diseases in Forsman & Bodenfors’ insane new ad from the children’s charity. Titled “The sound of Death,” it parodies The Sound of Music—namely the song “My Favorite Things,” performed by children in the musical. But instead of whiskers on kittens and brown paper packages tied up with string, it turns out that Death loves dysentery and leptospirosis.

The clip is firmly in the Mel Brooks tradition of dark comedy (Think “The Spanish Inquisition” from History of the World, Part I, or maybe more appropriate, the Nazi-themed “Springtime for Hitler” from The Producers). And any macabre, musical PSA these days is likely to evoke, however slightly, “Dumb Ways to Die.”

Frankly, the lyrics could be better. And the extra wry approach makes the concept tough to swallow, but that’s kind of its point. It doesn’t quite trivialize the horrors it’s trying to address, it just pretends to do so, as a way to guilt viewers—essentially saying, “Enjoy this silly song … about the thousands of kids dying every day.” Whether that’s an effective call to action, who knows? It’s certainly memorable.

And at least it keeps up musical theater’s raison d’etre of having people burst into song about everything, all the time, even when it’s totally inappropriate.



Homeless People Read Mean Tweets in This Heartbreaking PSA

People reading mean tweets is turning into a PSA genre.

Last month, the Canadian Safe School Network took Jimmy Kimmel’s hit comedy bit, usually featuring celebrities, and repurposed it as a potent anti-cyberbullying ad. Now, Raising the Roof Canada has upped the ante even further with a stunning and heartbreaking spot about the homeless.

In a perfect world, it would be hard to imagine anyone seriously saying (or typing) the things repeated in the clip. But once again Twitter proves its brief format is the perfect platform for bad wannabe comics and self-absorbed asses (whereas Instagram is the favored choice of glib, blithe fashion editors).

The clip is all the more powerful given that, compared to an in-vogue issue like cyberbullying, homelessness is less visible (at least, online). This ad, created by Leo Burnett Toronto, simply put, succeeds in humanizing the homeless population, and gives at least a small handful of its members a bigger platform. For anyone interested, the campaign website has more videos delving deeper into each person’s reaction, as well as some of their backstories.

Luckily, Twitter, as a company, is doing its part to address the broader issue in San Francisco, too—by planning to teach the homeless to code as part of a tax break obligation.



This Beautiful PSA From Spain About Embracing Life Keeps You Guessing Until the End

A new Spanish PSA from Publicis wants you love life, and not ruin it entirely.

Hang picture frames, go running through the woods, get a tattoo, play rugby or hang out on a mattress somewhere. There’s plenty to keep you occupied—and away from darker choices—says the ad, which in some ways recalls the vibe of Puma’s “After Hours Athlete” and Levi’s “Go Forth” work.

The moralistic kicker, necessary as it may be, doesn’t seem ideal—and could turn teenagers off. Also, the spot might miscalculate just how many free hours kids can have to waste. But hopefully the message gets through anyways.

CREDITS
Directors: Marc Corominas, Lorena Medina
Client: FAD
Agency: Publicis
DOP: Oriol Vila
Art Director: Oian Arteta
Wardrobe: Ana Morera
Makeup: Oona Napier
Head of Production: Marta Antón
Head of Postproduction: Tamara Díaz
Assistant Director: Israel Marco
Production Team: Carles Pequerul, Ángela Puig-Pey, David Bello, María Asensio, Ana Terrero, Andrià Nebot, Eli Apezteguia, Sivila Arimany
Camera and Photography Team: Agnes Corbera (DOP assistant), Sergio Santana (Camera Assistant), Pablo Lagos (Camera Assistant), Moncho Bartroli (Electrics Head)
Warbrobe Team: Andrea Pi Sunyer (Assistant Wardrobe)
Art Team: Alexandra Jordana (Art Assistant), Cristina Hontiyuelo (Props), Anna Auquer (Props)
Rental Cars: Quadis
Travel Agency: IEST
Postproduction Coordination: Metropolitana



Kia Wrecks the Alphabet in This Gripping, Surprisingly Visceral Anti-Texting PSA

Don’t be a crash text dummy.

Kia Motors takes an unexpected turn in the war on texting and driving with a new ad that dramatically destroys letters of the alphabet, all to show that the moment you begin typing, you can no longer fully concentrate on the road.

In the dazzling minute-long spot, “Crash Text,” an “A” explodes in plumes of smoke and fire, an “N” slowly crumples as it burns, an “E” cracks and shatters like a windscreen during a highway crash, and an “X” drips blood. Each takes place in mesmerizing slow motion, with extreme attention to detail. It’s like a Sesame Street alphabet video run horribly amok, and defiling such familiar symbols with surprising brutality strikes a primal chord. (Liberty Mutual tried something similar a while back, substituting oversized, crumbling abbreviations like OMG, TXT and LOL for smashed cars, but Kia’s approach is more visceral.)

Richard Copping, ecd at Saatchi & Saatchi Dubai, calls the abstract style a deliberate departure from PSA norms, designed to laser-focus viewers’ attention on the act of texting while driving. “I hope that when people see the film, they will learn from it,” he says.

The spot, airing online and in cinemas, broke this week in Egypt, which has the highest number of road accidents per miles driven in the world, averaging about 12,000 auto fatalities in recent years. Like many countries, Egypt prohibits the use of cellphones while driving unless handsfree functionality is involved.

Hopefully, this campaign will remind drivers to follow the letter of the law.

(Via Design Taxi)



People Ignore a Giant Lump Growing on a Street in This Clever Cancer PSA Stunt

Never underestimate people’s power not to give a damn about what’s right in front of them.

We’ve seen this time and again in outdoor ad stunts, and this latest one from AMV BBDO in London is quite amusing to watch. It’s a PSA for Cancer Research U.K., which wanted to communicate that British people are missing the first signs of cancer. Well, no wonder they ignore small lumps in their bodies when they just walk right past weird giant lumps growing in the real world.

Model makers Artem built the lumps.

“The road lumps had to match the paving bricks of the street used for the shoot, and be distorted in such a way that made it appear as if a ‘tumor’ was growing in the road,” the company says. “The lumps had to be light enough to carry on and off set, but durable enough for a van to go over them; one of the lumps was reinforced in fiberglass to allow for a road sweeper to go over it.”

CREDITS
Client: Cancer Research U.K.
Agency: AMV BBDO, London
Creative Directors: Mike Crowe, Rob Messeter
Copywriter: Charlotte Adorjan
Art Director: Michael Jones
Agency Planners: Emily Harlock, Sarah Sternberg
Account: Gareth Collins, Emily Atkinson, Ally Humpherys
Agency Producer: Sophie Horner
Media Agency: Mediacom
Media Planner: Lucy Mitchell
Production Company: Rogue
Producer: Maddy Easton
Director: Sam Cadman
Sound: Gary Turnball / Grand Central Recording Studios
Post: Joseph Tang / The Mill
Editor: Kev Palmer / TenThree
Model Makers: Artem
Music: The Sound Works



Plastic Bottles Dream of Thrilling Future Lives in Keep America Beautiful's Recycling Ads

Every plastic bottle in your bathroom dreams of a better life.

At least, they do in Keep America Beautiful’s new recycling ads from Pereira & O’Dell. The next phrase of the “I Want To Be Recycled” campaign launches today, and shows bathroom bottles looking forward to future experiences that are way more fulfilling that getting your grubby body clean.

The two 30-second spots below, created in partnership with The Ad Council and sponsor Unilever, personify products’ dream of being recycled into something new by being told through first-person POVs.

The campaign is based on new research that says that nearly half of Americans (45 percent) aren’t recycling their bathroom products. It also suggests 52 percent of people don’t know which bathroom items can be recycled, and 47 percent don’t have a recycling bin in their bathroom.

The “I Want To Be Recycled” campaign, launched in 2013, has gotten nearly $68 million in donated air time and media space, and ranks as the second most supported Ad Council campaign by network cable TV.



This Bizarrely Bleak Super Bowl Ad About Heroin Was Even Darker Than Nationwide's

For most viewers, Nationwide’s Super Bowl spot was likely the most depressing of the night, but St. Louis residents were treated to a regional spot that might just have it beat.

The 60-second PSA by the Missouri-based National Council on Alcoholism & Drug Abuse features a clashing juxtaposition between a perky, bouyant song narrating a tale of drug abuse with ironic lyrics “That’s how … how you got addicted to heroin!”—and, well, a dramatic scene showing an addicted teen and his mother. It’s promoting Ncada’s program for families who suspect a loved one is battling addiction. 

“The stark contrast in tone between the upsetting images and the almost light-hearted music is an intentional choice that reflects the stark contrasts of these real-life situations” states the video’s YouTube summary. 

“In using the tools of drama to convey this crucial truth in a 60-second spot, we created a parallel disconnection between the visual story we see on screen and the musical story we hear. It is disturbing. It is jarring. It is painful to watch. And we must pay attention to it.”

Yes. It’s all those things. Jeez. 



Hollywood Director Kathryn Bigelow Unveils Achingly Sad PSA About Elephant Poaching

The ivory trade isn’t just killing elephants. Humans are the victims, too, because poaching helps to fund terrorist organizations like al-Shabaab and Boko Haram.

That’s the message of Last Days, a three-minute film by Oscar-winning director Kathryn Bigelow, best known for the features Zero Dark Thirty and Hurt Locker. Produced in conjunction with WildAid and Annapurna Pictures, Last Days ranks among the year’s most provocative PSAs. Its atmosphere is heartbreaking, and there’s some disturbing imagery.

Bigelow uses simple, cut-out-style animation to tell a complex story in reverse chronological order. We start at the end of the sordid tale, in an exotic boutique that sells trinkets. A question flashes on screen: “When you buy something made of ivory, where does the money go?” The ivory is traced back to its source—slaughtered African elephants—in painstaking detail. At one point, dark, indistinct figures pack tusks into shipping crates stamped with the word “Coffee” on their sides. These crates resemble coffins.

“To make a feature film about such a topic would likely take years, during which more elephants would die,” says Bigelow. “So instead, I approached a team of fellow filmmakers and we made Last Days as an animated piece, which we thought would give it a broader audience.”

In a jarring sequence, animation gives way to security-camera footage from the 2013 Westgate Mall massacre in Nairobi, Kenya. We’re told that al-Shabaab, which claimed responsibility for the attack, makes $600,000 a month from illegal ivory. Later, we see the mutilated bodies of elephants, bloody tusks freshly hacked from their faces. Though animated, this segment stands as a shocking testament to senseless slaughter.

“An elephant disappears every 15 minutes,” said Bigelow, and they could be extinct in the wild in little more than a decade. “It is our hope that this film helps to bring an activist into existence at least that often.” There’s also a website to visit for more information.

Tying the murder of elephants to terrorism and human suffering is a powerful way to build empathy. This approach clearly illustrates cause and effect, and suggests all living things share a deep connection. By butchering another species, or allowing such horrors to take place, we ultimately brutalize ourselves. Each rifle blast and machete stroke makes us less human.



White House's Powerful New PSA Implores Men to Stop Sexual Assault Before It Happens

The White House’s new PSA is a call to action for men who see sexual assault about to happen, and asks them to do something to stop it.

As part of the ongoing “It’s On Us” campaign, which President Obama has said is about “condemning sexual assault as loudly as we should,” the new spot is focused on a party bystander who sees a young man stop a woman from leaving the party when she’d like to.

The ad comes as colleges and universities across the country enter into a “National Week of Action,” from Nov. 17-21, geared to motivate students to get involved in the “It’s On Us” campaign. According to White House research, bystander intervention programs help to change social norms and teach people to speak out.

“Bystander involvement can be very important, and oftentimes men underestimate other men’s attitudes toward violence,” Valerie Jarrett, senior advisor to the President, tells BuzzFeed. “They don’t understand that other men are opposed to violence, too. So if they get the sense that it’s OK [to intervene] because everyone else around the room feels the same way you do, the first person who gets up will inspire the next person to get up, and the next person and the next person.”

The self-aware PSA isn’t too wordy, though it does employ Jon Hamm’s velvety pipes. 

CREDITS
Agency: Mekanism
CEO/President: Jason Harris
CD: David Horowitz
Head of Strategy: Eric Zuncic
Design Director: Albert Ignacio
Associate Director, Brand Manager: Caroline Moncure
Senior Producer: Kati Haberstock
Creative Technology Director: Sean Cosier
Senior Producer: Amber Cope
Production: PARK PICTURES_BYSTANDER TV
Director: Vincent Haycock
EP: Mary Ann Marino
Producer: Alex Fisch



U.K. Drunk-Driving Ad Makes Cruelly Ironic Use of Kool & the Gang's 'Celebration'

The 50th anniversary of England’s first drunk-driving PSA inspires a sobering celebration in this Department for Transport campaign.

Kool & the Gang’s 1980 hit “Celebration” anchors the new spot spot from AMV BBDO. Usually, the iconic dance track suggests parties and good times. Here, however, it’s sung karaoke-style by emergency responders at the scene of a car crash and by ambulance and hospital personnel as they struggle to save victims’ lives. (The song’s joyous “Come on!” exhortation becomes a doctor’s impassioned plea for an injured driver to pull through.)

The final scenes, which I won’t spoil, are immensely sad, their impact heightened by sudden silence as the music unexpectedly cuts out.

The spot stands in stark contract to Britain’s first drunk-driving ad (posted below). Created in 1964 by animation firm Halas & Batchelor, it shows an office party, complete with balloons and silly hats. The voiceover says, “Four whiskeys, and the risk of an accident can be twice as great … Eight, and the risk can be 25 times as great.” (Eight whiskies—that’s some bash!)

The ad concludes, “Don’t ask a man to drink and drive”—a line that is sexist today, but true to its era, when only a small percentage of English women had driver’s licenses.

Of course, we’ve come a long way since then. Thanks in part to aggressive public-service campaigns, drunk driving has been stigmatized, and rightly so. Text at the end of the “Celebration” spot notes that in the past 50 years, annual drunk-driving deaths in the U.K. have fallen from 1,640 to 230, but then cautions: “That’s still 230 too many.”

Overall, the ad, expertly directed by Mark Zibert via Rogue Films, provides a compelling and slightly surreal viewing experience. Though neither gory nor emotionally over the top, its message—propelled by a cruelly ironic soundtrack—might just get stuck in viewers’ heads this holiday season and make them think twice about drinking and driving.

brightcove.createExperiences();



NFL Players Say 'No More' to Domestic Violence and Sexual Assault in Powerful PSAs

Nearly two dozen current and former National Football League stars appear in powerful new PSAs condemning domestic violence and sexual abuse.

They look straight into the camera as they say “No more” to excuses and rationalizations that perpetuate the problem. These include “Boys will be boys,” “He just has a temper,” “Why doesn’t she just leave?” and “She was asking for it.”

New York Giants quarterback Eli Manning bookends a 60-second clip, which also features league exec Troy Vincent and Pittsburgh Steelers star William Gay, both of whom have suffered abuse tragedies in their lives. The work was developed by Y&R and produced by Viacom and the Joyful Heart Foundation. The latter’s founder and president, actress Mariska Hargitay, was among the spots’ directors.

“This is a monumental step toward change,” Hargitay tells USA Today. “If badass NFL heroes are coming forward to talk about these issues, I guarantee you it is going to give inspiration and permission to young boys to step up in a new way. Love in a new way, protect in a new way, and to be a man in a new way.”

The NFL, plagued by scandals involving Ray Rice, Adrian Peterson and others, is donating $3 million a week in air time for the PSAs. The player spots broke during last week’s Thursday Night Football telecast on CBS. “No More” spots featuring celebrities like Courteney Cox, Amy Poehler and Ice-T last broke a month ago.

The campaign’s plain talk is compelling, and so is its stark visual style. Against a plain white background, the players establish an instant connection with viewers. That makes it hard to look away when the subjects challenge us to face tough issues and do the right thing.



Smartphones Troll Their Owners in Clever Ads About Learning and Attention Issues

Parents grow increasingly frustrated as Siri-type phone assistants misunderstand their requests in a pair of 60-second Advertising Council PSAs from Publicis Kaplan Thaler.

The goal is to build empathy for kids with learning and attention disorders—watch the ads to see how—and to introduce Understood.org, a cooperative effort among several nonprofits providing access to support and resources. A print ad reinforces the theme, showing a notebook page with a child’s writing that’s been erased many times, while the words “I want to be understood” remain.

“Put yourself in children’s shoes, and you can truly understand their frustration,” says agency creative director Laura Kirschner, whose young son struggles with such issues. It’s a sharp approach, skipping familiar images of kids struggling to read or comprehend their schoolwork in favor of a deeper narrative about the importance of communication and connection.

“The crux of the campaign is that understanding is everything,” Kirschner says.

That message comes through loud and clear.



British Coast Guard Ad About Changing Weather Is Chilling Even Under Sunny Skies

This PSA by AMV BBDO for the British Coast Guard, titled “Every Second Counts,” pairs Hallmarky imagery of children playing on the beach with audio from a frantic 999 emergency call in which three children were being dragged into the water by a powerful undertow.

“Conditions on our coastline change in seconds,” the ad warns.

Many ads like this would have included footage of those changing conditions. But in some ways, keeping things quietly sunny and calm is even more jarring against the terror of the audio, and reinforce the point better than added drama would have.



Without Condoms, Threesome Night Becomes Puzzle Night in This Odd French PSA

When the mood is right but you’re all out of condoms, most amorous adventurers would simply run to the 24-hour pharmacy. But in France, the back-up plan seems to be a tad more mundane.

In a series of new anti-AIDS ads from TBWA Paris, the participants in a would-be threeway end up interlocking jigsaw puzzle pieces rather than limbs, and several couples find equally bland ways to spend their naked time together. 

“No condom, no sex,” is the tagline for these spots for AIDES, the advocacy group behind a wide range of enjoyable videos.

While the premise is rather silly, it’s a charming way to tackle a decades-old message that usually feels like a high school lecture. And hey, a naked puzzle party doesn’t sound all that bad. 

Via Osocio.