Amnesty International “Death Penalty”

Agencies have produced powerful PSAs for Amnesty International through the years. The latest, from TBWA\Paris, is one of the best uses of the group’s candle of hope symbol I’ve seen. A call for “death to the death penalty” starts with scenes of various methods of execution rendered in wax. As a somber piano track plays, the barrels of a firing squad droop, a tyrant’s salute begins to melt, etc. When each of the many variations of capital punishment has been reduced to a puddle of wax, the spot ends with an image of the lit candle and the message written in wax. It’s a beautiful, artful treatment of a very ugly reality, and a provocative demonstration of the potential power of the group’s work.–Eleftheria Parpis