Sandy Hook Promise’s Harrowing ‘Back-to-School Essentials’ Wins the 2020 Outstanding Commercial Emmy September 21, 2020 Awards, Featured, Press, UK, US ADAGE: The “Back-to-School Essentials” commercial was created out of Sandy Hook Promise’s longtime agency BBDO New York and directed by SMUGGLER’s Henry-Alex Rubin, who also helmed other notable spots for the client, including the startling 2016 “Evan” ad, featuring a love story with a grim twist. Next Up Sandy Hook Promise’s “Back-to-School Essentials” Wins Primetime Commercial Emmy SHOOTOnline: “BBDO NY, SMUGGLER score TV Academy honor for public service spot directed by Henry-Alex Rubin”