One of the most classic uses of subtitles was featured in Annie Hall, when Woody Allen and Diane Keaton held a conversation on a Manhattan rooftop. Clearly, both were not saying what they meant as they discussed the aesthetics of photography. A subtitle for Woody read, for example, "I wonder what she looks like naked." While one of Keaton’s subtitles said, "I hope this guy doesn’t turn out to be a schmuck like the others."
The :30 PSA "Subtitles"—directed by Paul Papanek of Vancouver, B.C.-based production house GearHead for agency Glennie/Stamnes Strategy, Vancouver—borrows from the gag used in Annie Hall. However, there’s no comedic punch line. Instead, not saying what we mean can be a serious matter. "Subtitles" opens on a couple seated at one end of a table. They are conversing with a male friend at the other end. The dialogue goes back and forth, with subtitles revealing the true meaning of what’s being said.
At first, the subtitles literally correspond to what’s been uttered.
"So what did they say?" asks the man who’s seated alongside the woman. His facial expression is one of concern.
The lone guy across the table responds, "They said I have schizophrenia."
But from this point on, the subtitles below the couple differ dramatically from the words passing through their lips.
"You mean, like a split personality?" says the male half of the couple, with an accompanying subtitle that instead reads, "You mean, like in the movies."
"No, it’s not that at all," relates the schizophrenic, whose subtitles remain true to his words.
The woman chimes in, "Is it treatable?" The subtitle below her tells you what she’s really thinking: "Are you crazy?"
"Yeah, I’m doing good," replies the schizophrenic.
"Well, then we’re glad," says the concerned man, with a subtitle that reveals, "This scares me."
"You’re okay with this?" asks the schizophrenic guy.
"Hey, we’re still your friends," responds the woman. However, her subtitle reads, "Stay away from my family."
A voiceover then intervenes with the ironic message: "People with schizophrenia don’t really have a split personality. Sadly, many other people do."
During this voiceover, two supered messages appear against a black backdrop. The first says, "To learn more: 1-888-888-0029." The second reads, "B.C. Schizophrenia. We’d like to change your mind. A message from broadcasters from B.C."
Marc Dube was the executive producer for GearHead, which handles Papanek in Canada, the U.S. and Asia. The DP was Adam Sliwinski. Production designer was James Hazell.
The core creative team at Glennie/Stamnes consisted of creative director/copywriter Bruce Fraser and senior art director Friso Halbertsma.
Trevor Myrosh edited "Subtitles" via GearHead. Rob Appleby and Frank Robinson of Northwest Imaging & FX, Vancouver, served as online editor and colorist, respectively. Audio mixer was James Spooner of Griffith Gibson & Ramsey Productions, Vancouver.
