Sandy Hook Promise and BBDO Win Emmy for 'Teenage Dream'

Gun violence prevention group Sandy Hook Promise and its longtime collaborators BBDO New York and Smuggler director Henry-Alex Rubin took home the Emmy Award for Outstanding Commerical at the Creative Arts Emmy Awards ceremonies this weekend in Los Angeles. 

Their piece “Teenage Dream,” which featured real victims of gun violence singing the Katy Perry anthem, took the top prize. This is the second Emmy for Sandy Hook Promise in the space of three years—following the 2020 win for “Back to School Essentials,” also crafted by BBDO and Rubin.

Muse highlighted all of Sandy Hook’s work, including the two Emmy-winning spots, in a recent episode of Tagline—our podcast about the making of great ads. You can listen to that episode here:

There were five other finalists for this year’s Emmy, including another gun violence prevention effort: “The Lost Class” by Leo Burnett for Change the Ref, which dominated this year’s Clio Awards. 

See all the finalists below.

Apple iPhone 13 Pro, ‘Detectives’

Apple TV+, ‘Everyone but Jon Hamm’

Change the Ref, ‘The Lost Class’

Meta, ‘Skate Nation Ghana’

Chevy Silverado, ‘Walter the Cat’