Can You Figure Out the Mystery Inside This Remarkable Ad About High School Love?

Here's a pretty amazing ad from BBDO New York, with a mystery at its core. At the outset, we meet Evan, a high school kid who can't wait for summer break. He's so bored that he begins etching words into a table in the library. The next day, he finds that someone has written back to him on the table—and there ensues a back-and-forth that's pretty captivating. Perhaps too captivating. There seems to be romance building, or at least the hint of it. Who's been writing back to Evan? And will he ever connect with them? Watch below to find out, before reading further. [kickout id="1"] It's a completely disorienting ending, and that's the point. As the spot shows the prior scenes once again, it's baffling how you could have missed so much of what was on the screen. Which is, of course, the message from the advertiser, Sandy Hook Promise, a nonpartisan nonprofit led by family members whose loved ones were killed at Sandy Hook Elementary School four years ago this month. "Through 'Evan,' we sought to show how different your perspective can be when you're aware of the signs," says Greg Hahn, chief creative officer of BBDO New York. "We've been fortunate to work with the inspiring people at Sandy Hook Promise to help parents, students and teachers better identify these signs." "When you don't know what to look for, or can't recognize what you are seeing, it can be easy to miss warning signs or dismiss them as unimportant. That can lead to tragic consequences," says Nicole Hockley, co-founder and managing director of Sandy Hook Promise, who lost her first-grade son Dylan in the Sandy Hook massacre. "It is important for us to show youth and adults that they are not helpless in protecting their community from gun violence—these acts are preventable when you know the signs. Everyone has the power to intervene and get help. These actions can save lives." Sandy Hook Promise says 80 percent of school shooters and 70 percent of individuals who completed suicides told someone of their plans before taking action—but all too often, no one intervenes. CREDITS Client: Sandy Hook Promise Spot: "Evan" Agency: BBDO New York David Lubars, Chief Creative Officer, Worldwide Greg Hahn, Chief Creative Officer, New York Peter Alsante, Creative Director Bryan Stokely, Copywriter Martins Zelcs, Art Director Julian Katz, Group Executive Producer Lindsey Cash, Account Director Sean Stogner, Communications Planning Director Michael Schonfeld, Communications Planning Associate Client: Sandy Hook Promise Nicole Hockley, Founder & Managing Director Tim Makris, Founder & Managing Director Production Company: Smuggler Henry-Alex Rubin, Director Patrick Milling Smith, Partner Brian Carmody, Partner Drew Santarsiero, Executive Producer Andrew Colon, Chief Operating Officer Leah Allina, Producer Ken Seng, Director of Photography Post Production: NO6 Editor: Jason Macdonald Additional Editor: Nick Schneider Executive Producer: Corina Dennison Post Producer: Malia Rose Flame Artist: Ed Skupeen Flame Assist: Mark Reyes Colorist: Jason Macdonald Audio Post: Heard City Mixer: Stefano Campello Mixer: Evan Mangiamele Audio Executive Producer: Sasha Awn Music Supervision and Clearance by Beta Petrol Song: "Johnny Met June" Written and Performed by Shelby Lynne Courtesy Capitol Records, Inc. and Kobalt Music Publishing America, Inc.

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Can You Figure Out the Mystery Inside This Remarkable Ad About High School Love?

A message deeper than idle sketches

Tim Nudd

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