There’s an old Woody Allen joke that explains why Los Angeles is so clean: "It’s because they put all of their garbage on television."
But the antithesis of that funny, yet painfully true, observation—particularly in this age of reality-based programming—is public television, as reflected in this black-and-white :30. Titled "Swingset," the commercial was created for KQED, the PBS station in San Francisco. The curious and humorous spot opens on a long shot of a woman in a park. The viewer assumes that she’s pushing her gleeful young child on a swing set.
The woman gurgles proud, mom-like phrases and instructions to her offspring: "Push with your legs"; "Coochi, coochi, coochi"; "Look at you"; "You little chunky monkey, you." Sung in the background is a rendition of the classic George and Ira Gershwin tune " ‘s Wonderful."
But as the camera moves in closer, we see that the woman’s joy and pride aren’t directed at a toddler—but at her television set, securely mounted in the swing. An elderly man seated on a nearby bench watches in bewilderment. The woman cheerfully waves at him. He waves back, hesitantly. In the midst of this absurd scenario, she solemnly relates to him a truism: "They get big so fast, huh?"
Providing some explanation, a super appears: "Spend some quality time with your television."
Back in long shot, we witness a final display of anthropomorphism. Encouraging her television set, the woman coos that it’s flying "like an airplane," then imitates one herself, gracefully twirling, her arms outstretched.
The spot concludes with the KQED Public Television logo.
This offbeat promo for public broadcasting came from Leagas Delaney, San Francisco. The agency team consisted of creative director/art director Sean Ehringer, copywriters Matt Elhardt and Steve Morris, director of broadcast operations Jan O’Malley and producer Meredith Norman.
"Swingset" was part of a KQED package directed by Peter Darley Miller of Santa Monica-headquartered Stiefel+Company. Frank Stiefel executive-produced, with Drew Bracken as line producer. The spot was shot at Mission Dolores Park, San Francisco, by DP Bojan Bazelli.
Kim Bica of FilmCore, San Francisco, was editor, with Jon Ettinger executive-producing for FilmCore.
Colorist was Jais Thierry Lamaire, who at the time was with Santa Monica-based 525 Studios. He has since opened his own venture, Bobine Video, Santa Monica, in tandem with producer Julie Airali (SHOOT, 11/3/00, p. 7). Lamaire and Airali serve, respectively, as president/owner and VP/owner of Bobine, where Lamaire recently wrapped E*Trade’s lauded "Monkey II," directed by Bryan Buckley of bicoastal/international hungry man for Goodby, Silverstein & Partners, San Francisco. That commercial, which debuted on the Super Bowl telecast, earned SHOOT "Top Spot" recognition.
The online editor for KQED’s "Swingset" was Eric Hanson of Spy Post, San Francisco. Nancy Narimatsu and Darren Orr, also of Spy Post, were compositing artists.
The audio post was mixed by Eric Eckstein of One Union Recording Studios, San Francisco.
