The ISHR wants stricter controls on weapons exports. To draw attention to the fact that each year millions of people are killed by weapons assembled in and distributed by industrial nations,

we produced a cinema ad. We used detail shots of an unspecified object combined with terms

known from automotive commercials: „fascination“, „power“, „passion“, „efficiency“ and „acceleration“. In the end the viewer is in fact confronted with a top-selling product of

the western world: a weapon. This way we portray people’s fascination with weapons and drastically display the ghastly fact that weapons are among the world’s top export goods. The film ends with ISHR’s appeal to sign a petition to support its cause.