This Folk Song About Severed Fingers Is Actually a Gun Violence PSA for Millennials

'Keep your finger off the trigger'

Grey New York makes a ton of gun violence PSAs—from the famously brutal (and award-winning) "Ed" spot in 2013 to this year's stunt in which it opened a gun store in the middle of New York City. But this new project might be its craziest yet.

Millennials apparently love the combination of music and severed fingers, because that's the target market and the theme of this new video from Women Against Gun Violence.

It was directed and animated by Johnnie Semerad of Quiet Man, and is set to a folk song (that might remind you a bit of "Dumb Ways to Die") scored and performed by singer/songwriter Stephen Krauss.

WAGV says the gun violence prevention movement doesn't have the attention of millennials right now, but the group believes this video could change that.

"This may not be your dinner table video but it gets the point across, and it gets people talking which is the ultimate goal," says Josh Stepakoff, gun violence survivor and WAGV's youngest board member. "I want my peers, the millennial generation, to use their power to affect change, and I believe this PSA will help get them engaged in the conversation."

And if nothing else, all these cleanly severed fingers might also serve as a reminder to be careful around knives, too.


Advertiser: Women Against Gun Violence

Spot Title: "Keep Your Finger Off the Trigger"

First Air Date: 4/28/15

Agency: Grey, New York

Worldwide Chief Creative Officer: Tor Myhren

Deputy Worldwide Chief Creative Officer: Per Pedersen

Chief Creative Officer: Andreas Dahlqvist

Executive Creative Directors: Stephen Krauss, Ari Halper

Singer, Songwriter: Stephen Krauss

Creative Directors: Marco Pupo, Joao Coutinho

Executive Vice President, Director of Broadcast Production: Bennett McCarroll

Director of Audio Services, Sound Engineer: Dante Desole

Vice President, Account Director: Elizabeth Gilchrist

Account Supervisor: Katie Stirn

Business Manager: Cecilia Critchley

Executive Vice President, Director of Music: Josh Rabinowitz

Vice President, Director of Licensing: Amy Rosen

Project Manager: Emma Tonetti

Production Company: Quietman

Director, Animator: Johnnie Semerad

Executive Producer: Carey Gattyan

Associate Producer: Clare O'Brien

Editor: Morgan Mitchell

Flame Artist: Stephanie Greenberg

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