This :30 public service announcement sponsored by the Kaiser Family Foundation plays like a cheesy infomercial—but intentionally, so as to get the attention of young urban adults, a demographic whose behavior has been deemed high risk for HIV and AIDS. In the ad, a pitchman is seen in the foreground of a neighborhood. He talks loudly and directly to the camera, selling HIV as if it’s a product we should covet.
"Now available in your neighborhood—it’s HIV!" "HIV" appears in big, red letters on the screen. "Get the virus that’s sweeping the nation," the spokesperson continues. "Over half of new HIV cases are being picked up by folks just like you." The words "FOLKS JUST LIKE YOU" fill the screen.
Ah, but the sales job is just beginning, with more words in red flashing by: "With HIV, you get PILLS, PILLS, PILLS and BILLS, BILLS, BILLS, plus a chance to get full-blown AIDS!"
The spokesman persists, "How do you get HIV? Don’t think about it. Don’t talk about it. Don’t protect yourself. Don’t do anything! Unless you don’t want to get it, then call toll free." A voiceover intervenes as the spot segues to a phone number: 1-866-344-KNOW.
Accompanying the number is the KNOW HIV-AIDS logo, with a message urging viewers to make the phone call in order "to find out more about HIV/AIDS."
This PSA was directed by Farhad Mann of Farhad Mann Productions, Los Angeles, for Burrell Communications Group, Chicago. Mann also executive produced the job, with Devin Letendre serving as line producer. The spot was shot by DP Ward Russell at Sony Studios, Culver City, Calif.
The Burrell ensemble consisted of creative director Alma Hopkins, art director/writer Vince Verdooren and producer Debbie Amsden.
The spot was edited by Natasha Uppal via Flipside Editorial, Santa Monica. Meagan Welsh was assistant editor. Online editor was David Burghardt of Flipside. Colorist was Mike Cosola of Digital Lab, Venice, Calif.
Mark Meyuhas of AudioBanks, Santa Monica, was the audio mixer. Composer was Ross Levinson of ear music, Santa Monica.
Aaron D. Spears was the principal actor in this spot. The SAG/AFTRA Commercials Contract Standing Committee has granted a waiver to allow commercials to be available for viewing on SHOOTonline.com. The spots cannot be copied, downloaded or e-mailed.
