In a way not originally intended, in the West Coast areas that have since been hit by rolling blackouts due to power shortages, this :30 for Portland, Ore., easy-listening radio station K103 hits home. It humorously demonstrates how things can turn ugly in a fleeting moment.
The spot opens on an anger management group consisting of 11 women who are channeling their energies in a positive fashion. Some breathe deeply and meditate; others do relaxation exercises; one assumes a serene, Yoga-like position. Peaceful, soothing music ("Can You Feel the Love Tonight") emanates from the group’s radio—in sharp contrast to the stormy nighttime weather outside.
Suddenly, though, the lights cut out and the sound system goes dead. Instantaneously, the tranquility gives way to a hostility fest. In the darkened room, screaming, shadowy figures engage in cat fights, venting their anger on each other verbally and physically. Punches are thrown. One woman pins another to the floor. A third is in a chokehold.
But when the power—and the music—return, the anger dissipates as abruptly as it reared its hideous head. Ruffled feathers are smoothed; the women apologize to each other. They feel the love again thanks to the radio airwaves. A supered message appears against a black backdrop: "The right music makes all the difference."
Back at the anger management session, the women have formed a group hug circle. The K103 logo is supered, with the tag line, "Soft rock for a busy world."
"The Power of Music" was directed by Todd Korgan of Portland-based Limbo Films, which represents him in the Pacific Northwest. (Korgan is handled nationally by Motel Films, Los Angeles.) Tracie Davis produced for Limbo. The spot was shot by DP Lars Larson.
The core creative team at Portland agency Nerve consisted of creative director Craig Opfer, associate creative director/copywriter Geoff Rogers, art director Dena Blevins and producer Alysia Alder.
Kelly McClean and Jennifer Quinn of DownStream, Portland, served as Avid and online editor, respectively. Post producer was Shawn Gerspach. Also from DownStream were colorist Michael Mintz and AfterEffects/Graphics artist Tim Thiessen. Audio mixer was Lance Limbocker of DownStream Audio, Portland.
