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


By Amy Houston, Senior Reporter

July 21, 2022 | 2 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.


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.


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.


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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