"Using a fake shopping channel to highlight the arms trade and the ease with which weapons can be bought and sold is genius. The art direction is spot-on, the script is perfect and the cause a worthy one. It's just a shame that the media spend won't stretch to TV as well as cinema - this ad deserves as big an audience as possible." It was written and art directed by Mother and directed by Dougal Wilson through Blink Productions.
James Hamilton is impressed with Mother's new cinema ad for Amnesty International: