TIME Business

This Brilliant Ad Uses Sex Toys to Promote Gun Safety

Why adults need to lock up their guns

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As if gun safety wasn’t enough of a conversation starter, an organization called Evolve found a way to promote the reduction of gun violence with, um, dildos.

Using the widely known fact that kids have absolutely zero respect for privacy at all—they will open your not-so-secret drawer and play with your things—the commercial shows two mothers’ conversations rudely getting interrupted by their sons sword fighting with one mom’s sex toys.

Embarrassing, right? But not tragic.

“If they find it, they’ll play with it,” a narrator says. “So always lock up your guns.”

This isn’t the first time gun control has been linked with sex toys. In 2011, an adult store in Alabama had a Valentine’s Day promotion that allowed people to trade their firearms for store credit.

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