Inside BBDO's 'Evan' Ad, and the Unusual Editing Process That Made It Such a Smash Hit

How to generate surprise when you already know what's coming

CANNES, France—BBDO New York pulled off an incredible feat with its work for Sandy Hook Promise released last December. It tricked millions of viewers into believing they were watching a charming teenage love story unfold, when in fact a second storyline had a much darker tale to tell.