Stop Kife Crime Campaign.

The ad starts of as an animation. The character and settings look like a game, the music is fast and upbeat like it would be in this type of game. We then see other characters that also look like game characters. Two people pull out knives, and as one character stabs the other everything becomes real life, except for the boy who did the stabbing, he remains an animated game character. Also when it becomes real life time stretching is used and it becomes slow motion, the movements slow down and also the music, it goes to a muffled sound, like the boy if going deaf and the audience are hearing it from his point of view. We then hear police cars, radio, people crying and other weary noises, we see the police who are real arresting the character who is still animated, he is taken to the police station and put into a cell. He then becomes real, the ad cuts to black, with text on the screen, and with crying in the background. It then shows the boy flickering from real, to animated, back to real behind a cell door. The use of recognisable settings and people (such a youths and police) allow the audience to know what is going on and to understand everything that is happening as it happens really fast. Jump cuts are often used, and they switch from loads of different angles straight to others, this is because everything is happening so fast and it is made to look like a game, and in games jump cuts are also often used.