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Black Lives Matter “Mama” 2021

Black Lives Matter “Mama” (2021) is a Black Lives Matter commercial directed by Meena Ayittey for Great Guns, produced by Great Guns. It won one award: AICP Post 2021 Winner Docu-Style.

A powerful ad uses a mother's voiceover and disturbing archival footage to highlight the systemic violence faced by Black individuals and the fear mothers endure for their sons.

Video: Meena Ayittey on Vimeo

Shot by shot

  1. A group of police officers in tactical gear and gas masks hold rifles and advance down a wet alleyway next to a chain-link fence on a cloudy day.© Black Lives Matter0:04
  2. The word "KILLED" is displayed in bold white capital letters against a stark black background, filling the frame.© Black Lives Matter0:10
  3. A group of police officers in riot gear run forward, some holding shields, in front of a modern building with large glass windows.© Black Lives Matter0:16
  4. A group of police officers in riot gear with shields and batons run forward, while a civilian runs away from them in an interior space.© Black Lives Matter0:19
  5. A white horse ridden by a police officer knocks a person to the ground during a protest on a city street.© Black Lives Matter0:29
  6. A woman in a black top and shorts is pushed to the ground by police officers during a protest on a city street.© Black Lives Matter0:31
  7. The word "FEARED" is displayed in bold black letters against a white background, with a whispered voiceover.© Black Lives Matter0:35
  8. The word "LIFE" is displayed in bold, black, sans-serif capital letters against a plain white background.© Black Lives Matter0:36
  9. A blurry shot from inside a car shows a person's arm and shoulder in a colorful top, with a bright window in the background.© Black Lives Matter0:43
  10. Three state troopers in riot gear and helmets stand in a cloud of green smoke, holding batons during a protest.© Black Lives Matter0:43
  11. A Black man is pinned to the ground by a police officer's knee, next to a car on a street.© Black Lives Matter0:47
  12. The word "KIDS" is displayed in bold black letters against a plain white background, with no other visual elements present.© Black Lives Matter0:54

Stills © Black Lives Matter. Made by Great Guns, Great Guns and Meena Ayittey.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

A mother's voiceover juxtaposed with police brutality footage to evoke empathy.

Tagline: “BLACK LIVES MATTER”

voiceover narrationarchival footagetext on screenemotional appealsocial commentaryjuxtaposition

The cut

Length
73 s
Shots
38
Average shot
1.9 s
Format
mixed

What creatives use Black Lives Matter “Mama” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Black Lives Matter “Mama”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A group of police officers in tactical gear and gas masks hold rifles and advance down a wet alleyway next to a chain-link fence on a cloudy day.© Black Lives MatterThe word "KILLED" is displayed in bold white capital letters against a stark black background, filling the frame.© Black Lives MatterA group of police officers in riot gear run forward, some holding shields, in front of a modern building with large glass windows.© Black Lives MatterA group of police officers in riot gear with shields and batons run forward, while a civilian runs away from them in an interior space.© Black Lives Matter
    Frames from Black Lives Matter “Mama”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Black Lives Matter “Mama” in order, with its length, framing and what happens in it.

    A group of police officers in tactical gear and gas masks hold rifles and advance down a wet alleyway next to a chain-link fence on a cloudy day.© Black Lives MatterThe word "KILLED" is displayed in bold white capital letters against a stark black background, filling the frame.© Black Lives MatterA group of police officers in riot gear run forward, some holding shields, in front of a modern building with large glass windows.© Black Lives MatterA group of police officers in riot gear with shields and batons run forward, while a civilian runs away from them in an interior space.© Black Lives MatterA white horse ridden by a police officer knocks a person to the ground during a protest on a city street.© Black Lives MatterA woman in a black top and shorts is pushed to the ground by police officers during a protest on a city street.© Black Lives Matter
    Length: 73 s · Shots: 38 · Average shot: 1.9 s · Format: mixed

  3. 03Ad ideas: every spot built on a voiceover narration

    Before you present an idea, you need to know who has done it, and how.

    Black Lives Matter “Mama” is built on a voiceover narration. Search the library by idea to see every spot that uses it.

    Royal Jordanian “Fear of Flying”© Royal JordanianJohnnie Walker “Keep Walking”© Johnnie WalkerThe Independent “Litany”© The IndependentScotiabank “What Do You Make”© Scotiabank
    Royal Jordanian · Johnnie Walker · The Independent · Scotiabank

More commercials by Meena Ayittey

  • Afrocenchix "Natural Hair" (2023) commercial still© AfrocenchixAfrocenchix “Natural Hair” 2023Dir. Meena Ayittey

Award-winning public service & ngo commercials

Questions

Who directed the Black Lives Matter “Mama” commercial?

Meena Ayittey directed it, produced by Great Guns, for the agency Great Guns.

Which agency made Black Lives Matter “Mama”?

Great Guns created it for Black Lives Matter (2021).

What awards did Black Lives Matter “Mama” win?

1 awards, including AICP Post 2021 Winner Docu-Style.

What is the tagline of Black Lives Matter “Mama”?

“BLACK LIVES MATTER”

Sources for the credits and awards

aicpawards.com