Who better to reach kindergarten to third-grade students than dinosaurs? As reflected in creations from Barney to Jurassic Park and its sequels, the creatures that dominated the earth ages ago have become a cool part of pop culture. Kids seem fascinated by the Pterodactyl, Brachiosaurus, Tyrannosaurus Rex and their compatriots.
But how could such powerful creatures fade from existence? This computer animation :30 for the READ California public education program—from the Governor’s Office of the Secretary for Education—offers an unscientific explanation.
The spot opens on a Pterodactyl in flight, grasping a book in its claws. The beast rolls over to glide on its back through the air. Curiously it peruses the open book, without a clue as to its purpose. Suddenly, just as the Pterodactyl rights itself to watch where it’s going, it careens into a mountain. Though we barely glimpse that collision, we do see the book land on a patch of green below, in front of a grazing Brachiosaurus. This large dino sniffs at the pages of the volume, then sneezes, blowing it far down into a ravine.
Here, a foraging Velociraptor eyes and attacks the book. Finding its "prey" unappetizing, the beast quickly spits it out. A mild zephyr blows it open to the title page, on which is written: "Read California / Read Today. See where it takes you. www.readcalifornia.org."
A child’s voiceover intervenes: "Now you know the real reason why dinosaurs are extinct. Read today. See where it takes you."
Mid-voiceover, the scene shifts to a T-Rex entering a pool of tar. Behind the creature, the words "Danger Tar Pit" are written on a boulder. As the T-Rex helplessly shuffles his feet, it mutters, "A little help here." Clearly the inability to read has doomed him and his powerful friends.
Greg Steele of Sacramento, Calif.-based Charade created the animation; he also handled all editorial and post duties. The spot was directed by Bob Marden of BeachHouse Films, Santa Monica. BeachHouse principals/executive producers Patti and David Coulter produced the ad for agency Lawrence & Ponder Ideaworks, Newport Beach, Calif.
The agency team included creative director Lynda Lawrence, associate creative director Maria Nepite, senior art director Bil Dicks, art director Gary Frederickson, copywriter Matt Melis, executive producer Claudia Ponder and production manager Jennifer McKee.
Chris Potter of Stewart Sound, Irvine, Calif., served as audio mixer.
