Campaign: Ed
WPP company: Grey New York
Client: States United to Prevent Gun Violence

This hard-hitting campaign is designed to ignite the debate for gun control in the US. The TV ad features a man called Ed in what looks like a regular office. He raises his weapon and fires one shot, narrowly missing his target. He then begins the laborious process of cleaning and reloading his musket-style weapon, giving everyone in the room time to escape. The ad closes with the line: Guns have changed. Shouldn’t our gun laws?


736% increase in traffic to website in one day. 760,000 shares on Facebook. 74m media impressions.


  • Cannes Lions 2013 – Silver Film Lion.

Chapter 6 of 9