Choice FM Advert
As a viewer you are first drawn into this beautifully compelling slow motion video, wondering what object be shot next hoping for the next beautiful explosion of everyday objects. You are completely unaware of the what the advert is for and are simply enjoying its creativity until you see the young boy appear, and then the bullet, at which point the tone of the whole piece changes dramatically. The positioning of the watermelon before the boy shows the viewer what is coming before they know themselves as the smooth surface of the melon is torn appart spraying the red flesh that was inside it in every direction so even though the boy is not shot, we have an impression of what it would be like only a few secons before.
Below is some additional information that I have found…
“Kill the Gun” was shot on the phantom camera, which captures 10,000 frames per second - an astounding amount compared to the standard 25 frames per second.
The desired effect is overwhelming and beautiful, with real bullets being used to shoot through inanimate objects - such as an egg, a glass of milk, a bottle of tomato ketchup, a bottle of mineral water, an apple and a watermelon - allowing the full effect of a bullet’s blow to be revealed in super slow motion.