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Sandy Hook Promise’s “Back-to-School Essentials” has won the Emmy Awards’ Outstanding Commercial honor for 2020, beating nominated ads from Apple, Jeep, Amazon and P&G.
The stark, harrowing PSA for the school violence-prevention charity was created by longtime agency partner BBDO New York.
The 60-second spot darkly flips the excitement of back-to-school preparations on its head, reminding parents the only real essential kids need to bring to school this year is awareness of the warning signs of potential violence.