This :30 drums up support—literally—for Ethos, a Portland, Ore.-based nonprofit organization designed to promote music education, particularly among youngsters. The cause is particularly important given the fact that involvement in music and the arts helps kids improve their overall academic performance—and their appreciation for education, generally.
We open on TJ, a seven-year-old boy who is banging away on the drums. "What do you call someone who hangs out with musicians?" asks a male voiceover, which then delivers the punchline: "A drummer."
As we see TJ’s smiling face, the voiceover artist congratulates himself for relating a "cute joke."
Next up is an 11-year-old lad, Frida, who also is reveling in playing the drums. "But have you heard the one," continues the voiceover, "about the drummer who excelled in math, scored high on achievement tests and went on to higher education?"
The spot then segues to nine-year-old Lasan, who’s beating away on the bongos. "It’s no joke," resumes the voiceover. "Children who study music do better in school."
Against a dark background, information about Ethos’ annual Martin Luther King Jr. Instrument Drive is supered across the screen, including a Web site address (ethos-inc.com). The voiceover asks us to "help Oregon youth discover music, by donating an instrument, becoming a member or signing your kid up for lessons. And if you’ve got a good drummer joke, bring it."
The :30 then returns us to Frida, who bangs out a quick drum roll—after all, what would a good joke’s finish be without a percussive "ba-dum-dum," that nightclub staple of stand-up comics?
Vance Malone of Food Chain Films, Portland, Ore., directed the multi-spot Ethos campaign, which included "Drummer," for Portland agency Full Circle Creative in conjunction with Ad2, a group of young, up-and-coming advertising artisans. Mike Vaughn served as creative director for Full Circle, working closely with Ad2 account man-ager Chris Wong.
David Cress of Food Chain Films was both executive producer and producer on the job, which was shot by DP Tyson Wisbrock.
Kelly McClean of Downstream Editorial, Portland, was both off- and online editor, with Downstream’s Jake Buff serving as colorist and Tim Larson as postproduction supervisor. Audio mixer was Greg Ives of Aurastan Music Design, Portland.
