States United to Prevent Gun Violence, a national non-profit organization working to decrease gun death and injury, today released a new TV commercial and web video called "Monster in the Closet." The powerful, haunting spot is meant to raise awareness and elevate the importance of safe gun storage and prevention of child access to firearms.
The dramatic, 90-second Public Service Announcement features a little boy who fears a "monster in the closet" and is reassured by his devoted parents that there is nothing to be afraid of. The boy is fascinated and repulsed by what turns out to be a loaded, unlocked handgun and ultimately the weapon discharges gravely wounding him. His unknowing parents can't hear the tragedy unfolding over the din of their lawnmower cutting the grass outside.
The superbly animated spot, directed by Yves Geleyn of the production house, Hornet, and scored with original composition by Mark Mothersbaugh of DEVO, ends with two stark slates. One says "The monster is real" followed by "1.5 million U.S. children are living with unlocked loaded guns." The spot concludes on States United to Prevent Gun Violence logo and web address, ceasefireusa.org.
"In the wake of so many tragic mass shootings, the nation's focus has been on strengthening gun laws," said Sue Hornik, Executive Director of States United to Prevent Gun Violence. "But one preventable threat to children's safety is unlocked and loaded guns found around the house, the proverbial 'monster in the closet' of our new public service announcement."
Credits
Advertiser: States United To Prevent Gun Violence
Spot Title: The Monster Is Real
First Air Date: 4.9.14
Agency: Grey
Worldwide Chief Creative Officer: Tor Myhren
Deputy Worldwide CCO: Per Pedersen
Executive Creative Director: Rob Perillo
Executive Creative Director: Rob Lenois
Art Director: Evan Ortolani
Copywriter: Daniel Alvarez
EVP, Director of Broadcast: Bennett McCarroll
Agency Executive Producer: James McPherson
Agency Producer: Zach Fleming
VP, Account Director: Elizabeth Gilchrist
Account Executive: John Nelson
Director: Yves Geleyn
Production Company (location): Hornet (116 W Houston St, NY, NY)
Executive Producer: Michael Feder
Head of Production: Greg Bedard
Producer: Jan Stebbins
Editors: Joel Miller & RJ Glass
Assistant Editor: Stephanie Andreau
Storyboard Artist: J. Todd Anderson
Character Designer: Oren Haskins
Background Designer: Mark Boardman
Supervising Technical Director
Sang-Jin Bae
Lead CG Artist & Compositor: David Hill
CG & Compositing: Richard Kim
Modeling: Erwin Riau & Dan Fine
CG Animation: Sean Thorpe
CG Animation: Andrew Boccio, Emily Griswold
Lead 2D Animator: Mike Luzzi
Animator: Keelmy Carlo
Animator: Mark Pecoraro
Animator: Nivedita Sekar
Animator: Frank Summers
Animation Clean Up: Emma Noble
Development Producer: Kristin Labriola
R&D: Arman Matin
Edit House: Cut and Run
Assistant Editor: Tom Akey
Assistant Editor: Stacy Peterson
Producer: Melati Pohan
Executive Producer: Rana Martin
Composer: Mark Mothersbaugh
Music Company: Mutato Muzika
Music Producer:Natalie Montgomery
Music Engineer:Bradley Denniston
Music Supervision: Zach Pollakoff
Music/Sound Design (person & company): Dante Desole (Vision Post)
Principal Talent: Samantha Mathis, Anthony Arkin