New Online Spot Uses Reagan's Famous Campaign to Push For Gun Control

It is reported that Amercians own an estimated 265m guns, more than one gun for every adult, and after the most recent mass shooting, at Stoneman Douglas High School in Florida on February 14, where 17 people were killed, the arguement around gun control once again raged, and continues to rage.

While many in the US, especially younger generations, are calling for tighter gun controls, many other - often older - people are fighting against any form of additional gun legislation. In a bid to reach those people the London Creative & Production Collective, a loose collective created to collaborate on straight-to-client opportunities, has repurposed a famous political message from Ronald Reagan's 1984 presidential campaign [below], It's Morning Again in America, which celebrates the positive aspects of US life.

Above: The original 1984 version of It's Morning Again in America.

With words rewritten by former Philips and Nissan creative lead, Neil Dawson, the new spot, called It's Morning Again in America 2018 [below], uses the same imagery but the script this time focusses on the fact that there are 17 more people in the US who will not get to reap the benefits of a life in America.