THE DOUBLE STANDARD between program and spot content resurfaces in the case of a public service ad that thus far has been rejected by cable and TV stations for its graphic depiction of gang violence. While gunplay, shootings, violent encounters and death are not uncommon on primetime TV and cableaand, for that matter, in a number of music videosathis PSAs show of violence, designed to serve a positive purpose, cannot seem to find the light of day on public airwaves.
Arturos Drive-By re-enacts a drive-by shooting and in the process tells the story of a fledgling gangbanger. The youngster is the would-be shooter/assassin, but hes confused. He wants to perform the drive-by and be accepted by the gang, but you get the feeling that another voice within him is telling him not to go through with the initiation. Ultimately, he decides to do the deedaand winds up getting shot three times, bleeding to death in the backseat of the car.
The show of blood makes the PSA difficult to watch, but thats the point. The lead entry in this weeks The Best Work You May Never See gallery (p. 13), Arturos Drive-By was directed by Alex Muooz, who originally considered MTV the hottest prospect for giving the PSA significant exposure. The people at MTV loved the script, but when I showed them the finished work, they thought it was too graphic. But thats whats neededato show the brutality of gang violence. MTV understands that; they loved the work and think it serves a purpose, but the show of violence apparently violates broadcast standards.
Muoozawho co-wrote the PSA with Love Mondo, an art director at BBDO West, Los Angelesafeels the gang issue is being handled with kid gloves and that the show of violence is not gratuitous but rather essential if the PSA is going to reach a young, jaded audience and dispel the myth that being a gangbanger is somehow cool. He notes that the ad is tagged with the toll-free phone number of The Stamps Foundation, a nonprofit organization that works with at-risk youth. Youngsters throughout the country can call the 800 number to get referrals for help in their local communities.
One opportunity has already been lost. Filming of the ad wrapped in July, and Muooz had originally hoped the PSA would air in time for a Stamps Foundation fund-raiser in late August. That would also have enabled him to capitalize on the opportunity for additional momentum in September, when Cypress Hill released its new album. Muggs, a member of the rap group, contributed the music track for Arturos Drive-By.
SHOOT is proud of The Best Work You May Never See, which it launched a little more than a year ago as a showcase for worthwhile work that might otherwise be relegated to obscurity. But in this particular case, theres no sense of pride if our coverage turns out to be the most meaningful exposure ever gained for Arturos Drive-By.
