This extract is from an article titled above appearing in Adweek.
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 here to find out, before reading further.
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…
“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.
While the main purport of the spot is to preempt school shooters and other acts of crime and suicides averting loss of life, it is not difficult to look at it in the context of employee attrition, customer churn, etc. Here again it is a matter of reading the signals given out before it happens
I recall attending a talk years ago by a GE’s HR executive on the model they had set up at their BPO center to point out vulnerabilities in regard to employee attrition – a constant headache for BPO’s. It picked up numerous signals such as frequent leaves of absence, upcoming marriages and other events in the family, etc. etc. and was fairly successful with its output. Of course it meant one knew what one was looking for.
Source: The original article is available here.