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Ad of the Day: rockers perform drowned out gig with deeper meaning

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By Amy Houston | Senior Reporter

July 21, 2022 | 3 min read

If a heavy metal band can’t make itself heard inside a swimming pool, would a child be able to? The Association for the Promotion of Child Safety (APSI) and creative agency Havas Portugal have reinforced this point with a poignant and unique campaign that sees a group of rockers perform underwater.

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Underwater rockshow by Havas Portugal / Havas Portugal

’Heavy Silence’ is a 30-second black and white short that sees the tattooed musicians scream and bang on their instruments in the depths of a pool – the catch being that viewers can hardly hear them. The film hits home that, once underwater, kids sadly often drown silently.

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In Portugal, drowning is the second leading cause of accidental death among children and young people, with a staggering 274 deaths in recent years. Predominately, the fatalities occur in familiar surroundings like bathtubs, garden ponds, neighborhood pools, lakes, rivers, seashores and even in buckets.

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The film was directed by Enrique Escamilla, with an original score from Fred Ferreira.

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The Association for the Promotion of Child Safety: Heavy Silence by Havas

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