Mimicking the hard-core action-packed recruitment pieces that the military is known for, this PSA with an initial appearance of an “It’s not just a job” super takes us in a decidedly different vocational direction, showcasing the appeal and gratification that can be realized through a career as a teacher.
In the spot, four young professionals earnestly ready themselves for a workday, heading off on their respective modes of transportation–from a car to a motorcycle to a skateboard to public transportation–to an undisclosed place of work. They all enter a school, as the super “It’s a calling” flashes over images of each preparing lessons in chemistry, athletics, art and computer science with passion and commitment. As the bell rings, the young teachers unite and stride shoulder to shoulder down the hallway in a dramatic march, launching the call for like-minded youth to #TEACHnow.
The PSA airs theatrically in major markets this week, delivering a poignant call to action. The timing is opportune in that Teacher Appreciation Week runs May 4-8.
Lesley Chilcott directed and served as creative director on the PSA sponsored by Participant Media. She helmed the spot via production house Rabbit. Chilcott is also a noted producer with such credits as feature documentaries An Inconvenient Truth and Waiting for Superman.
Having previously collaborated with Participant Media while producing Waiting for Superman, Chilcott was called upon to bring a fresh approach to this campaign depicting teaching as a source of fulfillment. She devised the concept to be part serious, part humorous spin off of a military-type ‘heroes’ commercial. “Creatively, I wanted to take the bigness that comes from military recruitment pieces and apply it to our everyday heroes–teachers,” related Chilcott. “Teaching is so important that it deserves it’s own pieces showing teachers as the heroic, life-changing, amazing people they are. A large number of teachers are retiring over the next ten years so I hope a potential future teacher will see this and be inspired by it.”
