A menacing tone is set for this spot from the outset as we see a hand reach into a satchel and pull out a screwdriver. The hand holds the tool like it’s a weapon–as if wielding a knife that is about to be plunged into a victim.
As the hand looks as if it’s about to thrust the screwdriver towards an unseen someone, a super appears which adds to the feeling of impending peril. It simply reads, “How to stop a child pedophile.”
Adding to the spot’s intensity is the fact that we never see the face of the man whose hand dominates the action. The hand then begins the screwdriver’s descent toward its target–which thankfully only turns out to be a screw that’s perched on a piece of wood, part of the framework of a building under construction. The hand turns the screw, securing it into the wood as a response to the previous super appears: “Build the Center.”
A logo for The Center For Child Protection then comes up on screen, tagged with a phone number (512) 472-1164. An accompanying voiceover relates, “Your talent, your skills and your contribution will help Austin protect our children. Let’s build The Center For Child Protection.”
Titled “Screwdriver,” this is part of a package–including a similarly themed spot deploying a hammer–created on a pro-bono basis by ad agency The Peace Council for client The Center For Child Protection. The Peace Council is a nonprofit foundation dedicated to creating advertising that helps to raise awareness about issues of social consequence. Among the key movers behind The Peace Council is Daniel Russ whose day job is senior VP/group creative director at GSD&M, Austin. Russ’ Peace Council endeavors are separate from his duties at GSD&M.
Russ was creative director/copywriter/editor on the package, with Tonda Mueller and Tim Sabo serving as art directors. Both public service spots were directed by Dennis Fagan of Still & Moving Pictures, Austin, and AMS Production Group, Dallas and Austin.
Fagan is on the Peace Council board as is Myra Spector, who produced The Center For Child Protection spots for AMS. The DP was Joshua James Moore of AMS.
The Center For Child Protection’s charter mission is to reduce trauma for victims of child abuse during the investigation and prosecution of their cases. The Center For Child Protection provides a homelike, child-centered environment where kids who have reported abuse, along with their protective caregivers, can go for intervention, evidence gathering and counseling. Provided at no charge, these services are currently offered out of four small buildings in Austin. This Peace Council campaign is designed to raise funds for the construction of a main building on the same property, making for a complete facility complex to service kids in need.
The Center For Child Protection is one of several Peace Council clients. Since 1997, The Peace Council has addressed assorted other issues–including racism, the proliferation of land mines worldwide, AIDS, education, freedom of information and nuclear waste–championed by worthwhile organizations.
Colorist was Kelly Riemenshneider of Video Post, Dallas. Final conform was done by Brian McFarlin, with Keith O’ Neal serving as Smoke artist, both via AMS. Sound designer/audio mixer was Chris Erlon of Digital Domain, Austin. Music was composed by Robert Ashker Kraft of Voicekraft, Austin. Kraft also served as vocalist.
