Toddlers Kill -- Satirical Ad From Brady Campaign Is Based on Shocking Truth

Effort Via McCann N.Y. Also Provides Location Map So You Can See Where Potential Culprits Are Lurking

By Ann-Christine Diaz. Published on Oct 17, 2016

Editor's Pick

Our country has been plagued by terrorism and police-related violence -- but it seems there's another extreme threat to our national security -- toddlers.

So says a satirical new ad from the Brady Campaign to Prevent Gun Violence, created out of McCann New York. The spot demonizes little ones with guns in sensationalist style. It cuts together against sinister music shots of armed babes with doomsday-style headlines: "Woman Shot and Killed by Three-Year-Old Son," "Toddler Shoots Parents After Finding Gun," "Toddler Shoots 9-Year-Old Sister With Gun Found on Dresser."

The scary thing is, however, it's all based on real-world data. Information in the ad is all based on fact, with headlines based on those that appeared in actual publications such as the Washington Post, Time, The New York Times and The Guardian.

The campaign also includes a humorious site to bring light to the serious matter. At, you can find information on where toddlers are in your hood -- they're "closer than you think" it warns. Another section promises to provide info on drop-off sites, where parents can turn in their toddlers "no questions asked." Jokes aside, it provides links to where visitors can petition to demand background checks for all gun purchases and a Gun Reform Fact Checker that clarifies FAQs about gun control.

The site, depending on how you look at it, doubles as a pro-Hillary Clinton push as well. It asks visitors, "Where does your representative stand?" and beneath shows the two presidential candidates and their past statements on the 2nd Amendment.

Underneath a picture of Donald Trump, we see the quote from when he spoke in North Carolina in August: "Hillary wants to abolish… the 2nd Amendment. By the way… IF she gets to pick her judges, nothing you can do, folks. Although the 2nd Amendment people, maybe there is." Beneath a picture of Clinton, it reads, " "I'm not here to repeal the 2nd Amendment. I'm not here to take away your guns. I just don't want you to be shot by someone who shouldn't have a gun in the first place."

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now



Oct 17, 2016
McCann New York
The Brady Campaign
Dan Gross
Co-Chief Creative Officer:
Sean Bryan
Co-Chief Creative Officer:
Thomas Murphy
Executive Creative Director/Copywriter:
Susan Young
Executive Creative Director/Art Director:
Daniela Vojta
Sarah Menacho
Senior Art Director:
Trinh Pham
Director of Digital Production:
Jeremy Adirim
Jr. Digital Producer:
Sean Flannigan
Account Director:
Rosemary Calderone
Priyanka Nigam
Post Production:
Whitehouse Post
Sam Puglise-Kipley
Marcia Wigley
Method Studios
Creative Director/Flame:
Randie Swanberg
Graphics Creative Director:
Randie Swanberg
Andrew Hetherington
Director of Photography:
Tim Soter
Audio Mix:
Color Transfer:
Company 3
Original Music:
Walker Music Studio

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.