The commercial, which will be shown in up to 1,000 cinemas nationwide, opens with a man loading a .22 calibre handgun. A voice-over from former 007 James Bond actor Sean Connery says: "It is said a total ban on handguns, including .22s, would take away innocent pleasure from thousands of people." The man in the film fires a rapid succession of shots, devastating a human- shaped cardboard target. Connery says: "Is that more or less pleasure than watching your child grow up?" The film closes with the words: "Remember Dunblane. Ban all handguns."
Ann Pearston, spokeswoman for the Snowdrop campaign, defended the decision to use Connery, a star accused of glamorising violence in films, saying: "We don't regard this as hypocritical ... Last year Sean Connery was quoted as saying that he would only take part in future films involving guns when there was a balance and moral image shown." The launch of the advert was attended by the parents of two children killed in the tragedy, and two teachers who were injured.