End Family Fire, a joint effort from Brady and the Ad Council, aims to encourage safe gun storage by putting a name to the preventable tragedies that occur when guns are misused. “Family fire,” a term developed for the campaign, refers to a shooting involving an improperly stored or misused gun found in the home that results in death or injury. Incidents include suicides, unintentional shootings, and other gun-related tragedies.
The public service campaign aims to bring awareness to the issue of family fire, give gun owners a role in gun violence prevention, and encourage a national dialogue around safe storage practices—-all of which can help prevent tragedy.
A key component in the pro bono campaign from ad agency McKinney is this PSA which immerses the viewer in the first-person perspective of a video game to highlight the fact that “with gun suicide, there is no extra life.” The :30 was directed by Chris Jones of Zoic Studios.
“We found a huge audience of gun owners out there doing nearly everything right—but also keeping at least one loaded gun at hand, thereby leaving their family vulnerable to the unique agony of gun suicide,” said CJ Franzitta, group strategy director, McKinney. “By ensuring every firearm is properly secured, they can protect against that outcome.”
CreditsClient Ad Council, Brady Agency McKinney, Durham, NC, NY, Los Angeles Jonathan Cude, chief creative officer; Alex Shulhafer, Jenny Nicholson, group creative directors; Jade Song, art director; Chase Condrone, copywriter; CJ Franzitta, group strategy director; Brian LoPiccolo, director, data strategy; Brianna Calderon-Roman, data strategist; Naomi Newman, executive broadcast producer; Taylor Osborne, associate broadcast producer; Kara O’Halloran, integrated producer; Maggie Baker, digital producer; Will Knowles, developer; Alec Kunkel, digital generalist. Production Zoic Studios Chris Jones, director; Julien Brami, creative director; Jason Cohon, exec producer; Sabrina Harrison, sr. producer; Ivan Barahona, associate producer; Christina Murguia, CG supervisor; Andrew Bardusk, compositing supervisor; Dave Funston, lead animator; Delano Athias, previs; Laura Cosner, layout artist; Shamus McGlyn, Renato Eiras, model/texture; Bill Spradlin, sr. lighter; Pascal Polic, Peter Scott, lighters. Audio Trailblazer Studios Willie Elias, CAS, sr. engineer, sound designer-director of audio post. Photography Antonio De Lucci Studio Antonio De Lucci, photographer
CarMax, The Martin Agency, Director Ulf Johansson Take Us To Car Dealership Run By Beetlejuice
CarMax, the used car retailer known for promoting “the way car buying should be,” understands that sometimes the best way to appreciate doing things the right way is by showcasing the wrong way. In collaboration with the Beetlejuice Beetlejuice team--which is elated given that the movie topped this weekend’s North American box office--CarMax is taking a playful approach to show what car buying shouldn’t be. Showing a family’s nightmarish car-buying experience by turning a character from the movie into possibly the most devious car salesman ever, the campaign, titled “BeetleMax: The Way Car Buying Shouldn’t Be,” humorously illustrates what to avoid when purchasing a car, highlighting CarMax’s commitment to providing a trustworthy and enjoyable car-buying experience for the whole family.
The campaign, concepted by The Martin Agency and directed by Ulf Johansson via Smith and Jones Films--includes this hero spot depicting a car dealership, Beetlemax, run by Beetlejuice himself.
“Beetlejuice is among Warner Bros. most beloved franchises and continues to be sought out by audiences of all ages. Theatrical partnerships with brands like CarMax and their BeetleMax campaign are exciting because they allow us to extend the cinematic world for moviegoers and offer an enhanced entertainment experience. We are thrilled to be partnering with CarMax in such an innovative and immersive way for Beetlejuice, Beetlejuice,” said Dana Nussbaum, EVP of worldwide marketing for Warner Bros. Pictures.
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