Moms Demand Action for Gun Sense in America - "Not Allowed"

Grey Group Canada

Grey Group Canada Toronto, Canada

Awards

12906

This ad is part of the ACT Responsible Collection

Brand: Moms Demand Action for Gun Sense in America
Country: Canada

Advertiser: Moms Demand Action for Gun Sense in America

Title	Not Allowed
Agency	Grey Group Canada
Campaign	Not Allowed
Advertiser	Moms Demand Action for Gun Sense in America
Brand	Moms Demand Action for Gun Sense in America
Date of First Broadcast/Publication	2015 / 4
Business Sector	Charities, Foundations, Volunteers
Story	Grey Toronto launched a new ad for Mom Demand Action for Gun Sense in America entitled “Not Allowed.”
Philosophy	Following the group’s success in getting Safeway & Albertsons to clarify its policy against firearms in its stores, the ad takes on grocery chain Kroger for its failure to update its policies. The spot highlights the inconsistencies in Kroger’s policy by showing individuals engaging in behavior prohibited in its stores — a teenager skateboarding, a young boy with a water gun and a woman with her dog — and contrasting it with a man carrying an intimidating assault rifle, who proceeds to buy his groceries without complaint. Of course the implication is that, if it is a “safety hazard” for the boy to have a water gun and a “health concern” for the dog to be in the store, why should Kroger still allow firearms? “Our new ad shows how Kroger policies are inconsistent and alarming – particularly given that the laws in a majority of states do not require a background check, permitting or even training to open carry a firearm,” said Shannon Watts, founder of Moms Demand Action for Gun Sense in America, in a statement. “In all states, businesses have an obligation to protect their employees and patrons and until Kroger steps up, Moms will put our money where our mouths are and shop at stores that put our safety first like Safeway and Alberstons.” Moms Demand Action for Gun Sense in America have also launched another effort, entitled “World’s Longest Receipt” which keeps track of how much its supporters have spent at Kroger’s competitors due to chain’s firearms policy, along with the message “Thank You For Not Shopping At Kroger.” The tally currently sits at $12,794.22, but the effort just launched today.
Media Type	Television
Length	60 seconds
Editorial	Rooster Post Production
CCO	Patrick Scissons
Copywriter	Patrick Scissons
Account Director	Darlene Remlinger
Agency Producer	Erica Metcalfe
Production House	Spy Films
Director	Tamir Moscovici
Director of Photography (DOP)	Samy Inyah
Executive Producer	Carlo Trulli
Producer	Merrie Wasson
Producer	Marni Luftspring
Editor	Paul Proulx
Online	Mike Bishop Fort York VFX
Colorist	Wade Odlum
Casting	Mann Casting
Audio	Tom Hutch
Audio	Spencer Hall
Audio	Daenen Bramberger