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Sandy Hook Promise - "Just Joking"

BBDO New York New York, United States

Awards

15750

This ad is part of the ACT Responsible Collection

Brand: Sandy Hook Promise
Country: United States

Advertiser: Sandy Hook Promise

Title	Just Joking
Agency	BBDO New York
Campaign	Know The Signs
Advertiser	Sandy Hook Promise
Brand	Sandy Hook Promise
Date of First Broadcast/Publication	2023 / 9
Business Sector	Charities, Foundations, Volunteers
Story	In America, gun violence is a public health crisis, but one of the most polarizing bipartisan debate. So, we needed to find a new way to reach our audience.Just Joking: enlist the world’s best comedians to show that threats of violence are anything but a joke.To jolt people to reverse their mindset and reject excuses that keep them from speaking up, we needed an emotional gut punch. To do this, we transported viewers to the familiar setting of stand-up comedy shows, then hijacked the shows with the devastating reality of school shootings.We asked 9 famous comedians to incorporate real threats made by school shooters into their comedy sets. At first, people thought these threats were the setup for a joke––but it soon became clear they were anything but funny. The film ends by connecting each threat heard earlier to the schools devastated by the shootings.By creating emotional breakthrough and delivering a concrete action––to always report threats of violence––we empowered viewers to believe they can prevent school shootings.“Just Joking” successfully captured attention, garnering 1.2B media impressions, including 500M video views and 128+ media placements––all with $0 media spend.This helped us emotionally breakthrough at scale, beating benchmarks for engaged attention by a whopping 60%.
Media Type	Television
Length	120 seconds
AI Description	The advertisement "Just Joking" by Sandy Hook Promise begins in a familiar comedy club setting, with multiple comedians performing stand-up routines in front of an engaged audience. However, the tone shifts as the comedians recite real threats made by school shooters, exposing the jarring disconnect between the expectation of humor and the harsh reality of violence. The ad intersperses these performances with text linking each threat to a specific tragic event. The visuals are stark, using dark backgrounds and spotlighted stages to enhance the gravity of the subject matter. The ad concludes with a call to action urging viewers to always report threats of violence, emphasizing the need for vigilance in preventing school shootings.
Production Company	Smuggler
Actor / Celebrity	Wanda Sykes
Actor / Celebrity	Billy Eichner
Actor / Celebrity	Margaret Cho
Actor / Celebrity	Jay Pharoah
Actor / Celebrity	Roy Wood Jr.
Actor / Celebrity	Caitlin Reilly
Actor / Celebrity	David Cross
Actor / Celebrity	Iliza Shlesinger
Actor / Celebrity	Rachel Bloom
Advertising Manager	Nicole Hockley
Advertising Manager	Dawn Lyons
Advertising Manager	Jonathan Karron
Advertising Manager	Aimee Thunberg
Advertising Manager	Penny Muldoon
Worldwide Chief Creative Officer	David Lubars
Chief Creative Officer	Luiz Sanches
Chief Creative Officer	Matt McDonald
Creative Director	Lance Vining
Creative Director	Gary du Toit
Designer	Jong Yeu Wu
Director of Content Production	Alex Gianni
Director	Henry Alex Rubin
Director	Tony Yacenda
Director	Samantha Scaffidi
Founder	Brian Carmody
Founder	Patrick Milling
Managing Director	Sue Yeon Ahn
Executive Producer	Drew Santarsiero
Head of Production	Alex Hughes
Line Producer	Catalina Restrepo
Associate Producer	Holland Kemp
Associate Producer	KJ Brown
Production Supervisor	Darby Pearson
Production Supervisor	Svetlana Dekic
Production Designer	Justin Allen
Production Designer	Peter Benson