Grey Opens ‘Gun Store’ in Lower Manhattan for PSA Project

To address what the misconception that owning a gun makes you and your loved ones safer, non-profit group States United to Prevent Gun Violence recently decided to get fairly blunt with prospective first-time buyers in startling yet clever fashion.

The project was directed by Grey New York and production company Rival School Pictures, which rented the space for two days.

The parties then built a “gun store” in the heart of Manhattan’s Lower East Side that was specifically meant to lure those interested in owning their first piece. With hidden cameras rolling, a host of passersby strolled in to be greeted by a stack of arms and a salesman willing to explain the guns themselves. The catch, though, is that each weapon our salesman introduces potential customers to comes with its own horrific history. According to the video above, perspectives can change rather quickly when confronted with even remote tales of violence.

In a statement, Julia Wyman, executive director of States United To Prevent Gun Violence, writes:

“Our goal is to educate those looking to purchase a firearm and ensure they are aware of the potential risks [and to promote responsible gun ownership]. Often gun purchasers wrongly believe guns will keep them safe when in fact a gun in the home greatly increases the risk of homicide and suicide. This sets the record straight so consumers can make an informed choice to buy a firearm or not.”

For more info, the campaign’s homepage, includes an interactive tool featuring the historic crimes and/or accidents involving each of nine “best seller” models.

This project marks Grey’s second gun-related PSA effort in as many weeks following the Snoop Dogg “Unload Your 401K” work (which was created with the assistance of unnamed gun control groups).

AGENCY – GREY NY

PRODUCTION COMPANY – RIVAL SCHOOL PICTURES

EDITORIAL – VISION

POST-PRODUCTION – THE MILL