Knives can destroy lives
October 12 2010, 2:17 pm | | 10 Comments
An anti knife community service announcement created Lifeblood Melbourne. A gang of youths involved in an altercation in which a stabbing occurs. Smoke is used as a metaphor for blood, and as it spreads it depicts how the incident affects not only the victim, but everyone else as well.
10 Comments
looks great, the talent used just don’t look street lad-ish enough imo.
Tough and important brief. Knife culture has become a contagious phenomenon and clearly we now have the situation where otherwise non-violent kids feel obliged to carry knife as defence. The talent and the idea capture this well without being didactic.
Beautifully executed. Feels Rumblefish in a good way but the key question is, does it actually romanticise rather than create the desired effect. I don’t know, I’d be fascinated to see the results.
Awesome TVC.
I like it. It rhymes.
.ti deen t’nseod tI ?sdrawkcab ti si yhW
I agree with suomynona.
Reversing the action reverses the idea.
Knife violence appears to make smoke go away.
And i’m with the first poster too. I just don’t believe Justin in this role.
It would be much better to admit that gang violence has ethnic and socio-economic leanings.
Btw Lynchy, your codes have gone mad. They now ask for accent marks.
Good one!
First guns, now knives what will they have a go at next? rocks? pointed sticks, harsh language?
The smoke metaphor seems to achieve nothing other than visual interest, much like the reverse effect. What does any of it have to do with knives effecting lives?
Other than the obvious fact that a kid falls to the ground after being stabbed (a terrible, but fairly obvious consequence), the only flow on effect that the commercial shares is a bunch of kids running away.
The only real moment of poignancy for me is when the we see the stabbers face and think, gee he looks like an innocent kid, how did he wind up doing something so scummy?
It looks interesting, but I’m not sure I see how any of this will resonate with the target.
I’m only being critical because it feels like if a little more logic was applied it could have been a crap load better.
It’s always interesting to see how they cast the offenders.
For one there’s a big asian knife crime culture. And before you scream generalisation, I’ve seen the blood running down Little Bourke Street.
And of course there’s a big multi-cultural lot of rif raf involved as well. I’ve seen that too.
But, I just don’t know how depicting a footy jock and Justin Bieber is going to stop hoodlums from carrying shanks.
I think there’s probably too many subcultures involved for a broad ad to really change behaviour.