0.00: The ad starts off with a mother and her daughter walking down a street on the sidewalk in an urban neighborhood. The mother looks rather modest with a clean outfit, wearing a sweater and earrings that go with the outfit. The daughter appears to be in a private school uniform. The resemblance of the two characters is tied even closer by the pink outfits: the mother has a pink shirt, while the daughter’s uniform is pink as well, with nearly identical white sweater fits matching on top of both of them. In the background, a rugged man approaches, wearing a leather jacket, a tank top, jeans, and boots. His hair is messy, as is his beard.

0.04–0.06: The man approaching the mother and daughter has reached the sidewalk, standing and staring at the mother, who is bent down talking to the kid. The man is standing a good 8 feet away from the women. As the man continues to stare at the mother and her daughter, the mother crouches down talking to her daughter and turns her head to the left. It can be inferred that the mother notices the man looking at her. A mood shift occurs; it seems like fear has entered the mother’s eyes. With fear running in the mother’s eyes, she grabs her daughter’s arms. She looks like she is about to start running away from the man.

0.08: Mom is running from the man, then stops; she is staring off into the distance like a deer caught in headlights. A face of outer fear is in her eyes. There is no longer a mother with her daughter on a walk; rather, it has become a chase out of the neighborhood. In the background is the man, still standing in his original position. It seems that he pulled something out of his pocket, unsure of what it is due to the camera blurring him out in this frame. Could it be a weapon or an item of use for him?

0.09: The viewer can see what the mother was looking at intently; there lies a Hispanic man who looks to be wearing a button-up T-shirt. He is also staring at the woman with eyes of concern. He is standing around a street corner, just looking.

0.10–0.13: The mom turns to her right with the child in hand; she quickly crosses the street as a white van hits its brakes. The mother abruptly and foolishly crosses the road without looking both ways. Holding her daughter’s hand and running aimlessly on the sidewalk, she looks scared; the daughter looks scared. The white van makes a left turn to approach the main character. The mother picks up the child as she slows her down from escaping.

0.14: As the mother is holding the child running in the background pans to a gangster looking man maybe 30 African American beanie white shirt jean hand near his belt region. Stares at the women as well. There has been 3 three people seen staring at the mother. Who is she or what is the importance of the child goes through my mind

0.15-0.20: The mother continues to run, holding the child. Reaching a park area, a field of grass with trees around her, the neighborhood still in front. As many individuals appear out of nowhere surrounding her, she lowers the child down to the ground. Everyone seems to be staring at. The mother’s face is in distress; this expression tells the audience that she has done something wrong. The Camera pans into a 360 around her now we can see the all the new individuals staring their are 8 people are around the mother all looking.

0.20-0.21: The Rugged Man appears with a police officer standing behind him, the Hispanic man from before. He points at the lady as they approach the mother. The camera blurs the approaching characters; rather, it focuses on the mother, whose body language is tense like spaghetti under too much pressure; it could break. The daughter is still in her arms. The question becomes, why? As the Rugged Man points toward the lady, the camera pans to them as they have become the focus. He shows the officer his phone.

0.24-0.25: Pan down to his phone it read about an AMBER Alert for Child that is 8 years old, brown eyes, brown hair, and a white sweater. Suspect being around 30 years old female, with brown eyes, and brown hair, Match identically with the mother. Which isn’t a mother rather was trying to kidnap the child.

0.26: The final scenes of the case is the fake mother being placed under arrest by the officer with the people surrounding her earlier looking on to her downfall. And she could have gotten away with it if it wasn’t following their civil duty.

The Canadian Telecommunication Association has done a good job describe a scene that would seen ordinary in daily life such as seeing a motherly figure walking with her daughter in hand. Using that has a method of building concern for the mother. As she running away from what it looks like thugs it is brought to light at the end the only person up to no good was the proper lady. This is a good form of dispelling that these crimes could be done by ordinary looking people too not just thugs.

Logos behind the beauty of this ad is the fact that it uses one’s inherent bias against themselves, as we thought the fake mother was the victim in the situation. Rather, she was abusing her looks to get away with the crime. Pathos goes around toward our emotion; I don’t think it is human nature to look deeply into a situation. Rather, being aware of the call from AMBER Alert can ensure that you are aware of your surroundings to prevent any crimes from happening.