We’re gratified whenever an entry in our "The Best Work You May Never See" gallery goes on to actually be seen by an audience larger than expected. This week, we’re particularly proud to see what last year was a regional spot now attain international exposure.
The PSA, titled "Bus," reminds us of what Martin Luther King Jr. Day, a federal holiday, represents. Directed by Michael Karbelnikoff of bicoastal HKM Productions for DDB Seattle, "Bus" appeared as the lead entry in SHOOT’s 1/26/01 "The Best Work You May Never See" gallery. At the time, the public service message had just ended a brief run in the Pacific Northwest, mostly during insomniac hours.
"Bus" marked the 11th consecutive year that DDB Seattle had produced advertising to pay tribute to and heighten awareness of Dr. King for what he has meant—and continues to mean—to our society. Those first 10 years were a cooperative effort with The Seattle Times. In ’01, the Times funneled its resources to some other community commitments, so DDB decided to proceed on its own. Now, that initiative has graduated to nationwide airing.
The PSA—a :60 with a :30 version—was lensed by Karbelnikoff from the perspective of a person boarding a bus. As we—the camera—make our way down the aisle, Martin Luther King Jr.’s "I have a dream" speech is heard faintly in voiceover. We see an empty seat at the front of the vehicle; we take it. Pointedly, the other passengers avoid eye contact. The tension grows as the bus driver turns to state, "Ma’am, I’ll have to ask you to move to the rear of the bus."
Now all eyes are on us. We remain seated, causing the driver to turn off the engine, stand up and approach us. He reiterates his request that we get up and move back to where we belong, and waits for our response. Now the camera reveals "our" identity: an African-American woman, a bit frightened, perhaps, but committed—not about to budge from her perch.
Beautifully sung lyrics are then heard: "We shall not … we shall not be moved." The image fades to the supered words, "Never move from what is right."
In essence, the spot recalls and recreates the historic moment in 1955 when Rosa Parks refused to give up her seat on a local bus, thereby becoming the catalyst for the Montgomery, Ala., bus boycott that helped to eventually bring about the Civil Rights Act of 1964.
The PSA was conceived by a DDB Seattle team consisting of senior copywriter (now associate creative director) Eric Gutierrez, senior art director Randy Gerda (also since promoted to associate creative director) and producer Heidi Molden.
At the time of its debut last year, DDB Seattle president Ron Elgin described the spot as being "the most moving we’ve ever produced" during the 11 years of the campaign. "I get goose bumps every time I see it," he said. "I am so proud of this work."
Today, that sense of pride has grown—and expanded geographically—as Martin Luther King Jr. Day approaches (1/21). At press time, thanks to a national push made by DDB Seattle’s media department, commitments to run "Bus" have come from all over the country, encompassing such markets as Los Angeles, New York, Philadelphia, Boston and Washington, D.C.
This exposure—and coverage in The New York Times—helped to generate further interest, translating into the spot’s being picked up by other noted outlets. These include the U.S. government’s WORLDNET Television, which broadcasts to countries around the world; cable network Court TV; assorted other cable channels and local community stations; and even play on the Web.
Happy holiday!
