The last two installments of this column have centered on negative political advertising and the adverse effects it has on us as a society and on our industry. To balance the scales a bit, this week we turn our attention to some politically relevant spot fare with a positive, progressive orientation that helps lift the world, as well as our little corner of it—the ad community.
Fuerza Latina (which translates into English as "Latin Strength") is the name of an organization focused on empowering young Latinos by getting them to vote this election year. Run by Mario Velasquez, former president of Rock The Vote, Fuerza Latina is a youth initiative of the Southwest Voter Registration Education Project.
Through a pro-bono industry effort, Fuerza Latina has debuted a public service spot. Titled "Don’t Be Invisible," the ad—a cinema/Internet :60 (English and Spanish versions), with one TV :30 in English and another :30 in Spanish—introduces us to Victor Lopez, a U.S. presidential candidate portrayed by noted actor Esai Morales. Lopez stands on stage behind a podium and speaks inspiringly to a responsive, supportive crowd. The spot plays like a live news feed, showing us a TV station’s coverage of the political rally.
Running across the bottom of the screen are various related informational tidbits such as the fact that census figures show that there are some 39.8 million Latinos in the U.S., accounting for 13.7 percent of the country’s population. Another factoid notes that besides unmarried women, Hispanics are the largest unregistered non-voting demographic in the U.S. Also scrolling past us is the Southwest Voter Registration Education Project’s intent to mobilize two million-plus new Latino voters for the upcoming election.
But suddenly the excitement of an energized throng in a filled-to-capacity venue gives way to an empty stage and no audience. Lopez is now alone at the podium, noting that what we had just seen did not and cannot exist—"unless you vote." An end tag contains the Fuerza Latina logo, accompanied by a Web site address (www.fuerzalatina.net).
Distribution plans for the spot were being formulated at press time. Shot on DV, the spot was transferred to 35mm film, complemented by a Sensurround mix, so that it could premiere at the historic Cinerama Dome theater in Hollywood a couple of weeks ago, just prior to the debut of director John Sayles’ new film, Silver City.
Word is that Sayles would like "Don’t Be Invisible" to run before all screenings of Silver City. He was supportive of the spot even before it was made, once he learned of Velasquez’s intent to produce a TV/cinema/ Internet public service ad.
"Don’t Be Invisible" was conceptualized by creative director/writer Luis Aira and writer Mark Gonzalez. The latter is a creative director at The Bravo Group, New York. Aira is a noted director who maintains production house Ofrenda in Los Angeles.
However, Velasquez was faced with the prospect of having no money to produce the job, leading him to turn to Pam Tarr, executive producer of Squeak Pictures, Sherman Oaks, Calif. Tarr put together an ensemble of people, including director Hugo Pallete of Ones & Zeros, Encino, Calif., and DP David Buckley, as well as companies that donated their talents and services on a pro-bono basis. Tarr estimated that some $400,000 worth of resources were contributed at no cost.
Among those who came up to the plate were DSG Production Services, Studio City, Calif.; Red Car, Santa Monica, with editor Susan Munro and Flame artist Chris Homel; The Syndicate, Santa Monica, with colorist Marshall Plante; POP Sound, Santa Monica, with audio mixer Peter Rincon; EFILM Digital Laboratories, Hollywood, for tape-to-film conversion; and film lab Deluxe Laboratories, Hollywood.
"They all donated at our first asking," related Tarr. "This was a nonpartisan effort that inspired the best in everyone. … The production community came together for the chance to speak to the disenfranchised. Though they may have different political views, the people on this project united because the value of democracy was the bottom line for them. Their support and generosity were amazing."
