A superb ad about (believe it or not) a political issue

Heck, who isn’t a sucker for super-dramatic “bullet time” scenes à la The Matrix? And simple lab videos of bullets destroying ordinary objects are a Web-video fetish subspecialty. So it makes sense that “Kill the Gun,” a new TV spot from the UK, managed to grab our attention with its slow-motion exploding objects and starkly powerful agitprop message.

Produced by the agency AMV BBDO and Therapy Films, the one-minute spot is a short but effective piece of visual poetry. In the clip, close-up footage of bullets ripping through everyday items (we especially liked the exploding watermelon) plays to our modern nerd love of violent images — before suddenly switching to an image that artfully delivers the video’s anti-gun punch line.

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A superb ad about (believe it or not) a political issue