This is really the second in a series of advertising campaigns centered on the unexploited target market of People On The Edge. Of course, all advertising implicitly exploits the unacknowledged emptiness at the heart of modern life. But now, sorrow finally comes out of the closet!

We see a modern housewife in a series of quick shots, engaged in various weekday morning-type activities. Getting the kids off to catch the yellow school bus just in time, handing her husband his briefcase and receiving a kiss goodbye, and so on, all efficiently establishing the tone of "just a typical day in springtime." But then once the morning settles down, we barely notice that the sky has almost imperceptibly darkened, and we see the woman in her now-empty kitchen, sitting at the table writing in a small pad with a sharp number 2 pencil, presumably a shopping list for pie ingredients (we see apples, brown sugar and so on). She pauses and looks thoughtful, and finally we notice the bags under her eyes, the hair somewhat disheveled; this woman is troubled. With each shot the sky outside her curtained kitchen window turns a little more gray, the room more desolately empty. She stares out the window in what we can now see is an attitude of despair. Regret? The hollowness of a marriage that's become a sham? Maybe she hates her kids, who knows?

By force of will she rouses herself from her spiraling mood, with a look of determination she pushes her chair back and goes to the counter to see what else she needs from the supermarket. When she opens one drawer we see a gleaming pistol lying there among the garlic presses and can openers. She looks at it and closes the drawer, then opens a cupboard. From inside the cupboard we see her hand reaching for a can of Crisco, which looms hugely in the foreground. Then the voiceover, matched by the legend on the screen, which goes black as she takes the can and closes the cupboard door:

"Crisco. Your life could use a little shortening."