Holy shit, this chills my bones. Great work to MDA on this campaign!
I’m sure to catch hate for this, but these first two ads are pretty misleading and silly in my opinion. Let’s just point out a few things about the statement from the first poster. “We keep ‘Little Red Riding Hood’ out of schools because of the bottle of wine in her basket. Why not assault weapons?”
- The obvious initial point to make is that assault weapons are banned in schools. MDA says this is taking the statement “too literally”, but that’s exactly the false point the statement makes. If they wanted it to be taken differently, perhaps they shouldn’t have worded it opposite the way they wanted it taken.
- Using Red Riding Hood as an example is a bit ridiculous. The news that inspired this was that a total of two California schools banned the book because of the representation of wine. That’s two schools out of an approximate 67,000 elementary schools in the U.S. Call me crazy, but a ban in .003% of schools is hardly indicative of being “banned in America”.
- Let’s ignore the previous two statements and say that Little Red Riding Hood was banned in every school in California. The fact still remains that semi-automatic firearms that the state has classified as assault weapons are already banned in California. Congratulations, you won the weapons debate with the state you’re comparing against before your ad campaign even ran.
The dodgeball one is close in silliness, as it was inspired by the banning of dodgeball in one city’s schools in the state of New Hampshire. The Kinder egg one is the only ad to actually have validity with the statement “banned in America to protect them”. Why couldn’t MDA have avoided going for weak sensationalism in their ads and stuck with more legitimate comparisons like this instead?