Milwaukee police ad keeps you in suspense

This recruitment ad for the Milwaukee police by Cramer-Krasselt really builds the tension. A woman walks down an alley late at night, her footfalls the only sound. Clack-clack-clack. We know something bad's going to happen. We just know someone's going to grab her. There'll be screaming and bloodshed. Clack-clack-clack. Right? The clip's riveting, and succeeds because it subverts our expectations, eschewing a violent and loud ending in favor of a subtle and quiet surprise. We'd all like to live in a world where we'd never have to look over our shoulders to see who might be lurking in the shadows, preparing to do us harm. This spot effectively speaks to those who might consider taking steps to help make that world a reality.

—Posted by David Gianatasio