"I kept calliing her name. Sarah. Sarah" the tearful father tells the story of his daugher, the one he had given a rifle to at christmas. The one he taught to hunt. The beautiful young lady who so clearly was the apple of his eye. And then the misdirect hits you straight in the guts.

This commercial was aired locally during the Super Bowl 2017 St. Louis area broadcast. Like local PSA's before it, this ad dares to be a little more blunt than your national ad, on a tough topic.

Client: NCADA St. Louis
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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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