Sandy Hook Promise "Evan" (2016) 2:28 (USA)

In a nice bit of storytelling, we watch how a highschool flirt develops over anonymous messages exchanged by scribbling on desks in the school library. A young boy scribbles "I AM BORED," and soon gets the dry humor response "Hi Bored nice to meet you." This turns into a little flirt. I knew that there was something else to watch out for in this ad, so I spotted mister bright white headphones at once. Still, it's difficult to see him in the background of this cute little love story and that's why the unexpected ending works so well. It's not a new idea, but it's very well executed, and you get to watch the whole film again pointing out all the things you missed. The music in this part changes and now sounds creepy, rather then the cute love song it was before.

Of course the message is that you should be shocked at the ending, which you probably are as most viewers will be blinded by the love story, but there were signs all along. The Sandy Hook Promise, a nonpartisan nonprofit led by family members whose loved ones were killed at Sandy Hook Elementary School four years ago this month, are the senders of this ad created by BBDO New York. The point is that there are signs all along before a teenager does something drastic like kill themselves or others. Greg Hahn, chief creative officer of BBDO New York has this to say about the advert:

"Through 'Evan,' we sought to show how different your perspective can be when you're aware of the signs. We've been fortunate to work with the inspiring people at Sandy Hook Promise to help parents, students and teachers better identify these signs."

Client: Sandy Hook Promise
Spot: "Evan"
Agency: BBDO New York
David Lubars, Chief Creative Officer, Worldwide
Greg Hahn, Chief Creative Officer, New York
Peter Alsante, Creative Director
Bryan Stokely, Copywriter
Martins Zelcs, Art Director
Julian Katz, Group Executive Producer
Lindsey Cash, Account Director
Sean Stogner, Communications Planning Director
Michael Schonfeld, Communications Planning Associate
Client: Sandy Hook Promise
Nicole Hockley, Founder & Managing Director
Tim Makris, Founder & Managing Director
Production Company: Smuggler
Henry-Alex Rubin, Director
Patrick Milling Smith, Partner
Brian Carmody, Partner
Drew Santarsiero, Executive Producer
Andrew Colon, Chief Operating Officer
Leah Allina, Producer
Ken Seng, Director of Photography
Post Production: NO6
Editor: Jason Macdonald
Additional Editor: Nick Schneider
Executive Producer: Corina Dennison
Post Producer: Malia Rose
Flame Artist: Ed Skupeen
Flame Assist: Mark Reyes
Colorist: Stuart Wheeler
Audio Post: Heard City
Mixer: Stefano Campello
Mixer: Evan Mangiamele
Audio Executive Producer: Sasha Awn