This Is the Most Risqué Gun-Safety Ad We’ve Seen

It involves sex toys.

National Journal
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Emma Roller
June 27, 2014, 6:50 a.m.

When you think about gun-safety ads, a cer­tain tableau comes to mind. The sol­emn voice-over. The child stum­bling across his fath­er’s hand­gun in the closet. The off­screen BANG, and fi­nally the close-up of the child’s grief-stricken par­ents.

The group Evolve, which ad­voc­ates re­spons­ible gun own­er­ship, is tak­ing ex­actly the op­pos­ite ap­proach. Evolve’s most re­cent ad, called “Playthings,” shows two moms chat­ting while pick­ing up their kids from a play­date. Little do they know ex­actly what their kids are play­ing with. The mes­sage at the end: “If they find it, they’ll play with it. So al­ways lock up your guns.”


In the past, Evolve has launched a “Don’t Be a Dum­bass” cam­paign against ac­ci­dent­al shoot­ings, and has a sec­tion on its site with “Tales of Dum­bassery”—link­ing to real news stor­ies of people ac­ci­dent­ally in­jured by guns. By in­ject­ing hu­mor in­to its ads, the gun-safety group is draw­ing at­ten­tion to a ser­i­ous is­sue.


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