The gridiron hardly seems fertile ground for flora. However, it proves to be just that as several burly young football players break practice, remove their helmets and sprint across the field, presumably headed for the locker room.
But a funny thing happens on the way to the showers. Heading the phalanx, a player/team captain-type stops dead in his tracks, halting the teammates behind him.
"Wait!" he shouts, "Look out for the tetraneuris scaposa!" He seems enamored by what the camera reveals to be a patch of yellow wildflowers growing in the turf.
The macho guys suddenly turn soft and demure, careful not to step on the plants. A voiceover intervenes: "People really love wildflowers. Join us … for the Wildflower Walk, and help protect your environment."
A supered yellow message appears against a pale green background: "Wildflower Walk 2002 / April 20," and a phone number.
Back on the practice field, the players either lie on the ground or squat down for a closer look at the wildflowers. Unable to resist temptation, one of the men reaches out to pick a bloom. But his hand is slapped away by the captain. Clearly, to pull flowers out of the ground would be sacrilege. Nature’s bouquet must be preserved—even if it’s on the 50-yard line—so that others can revel in its beauty.
Held last month, the Wildflower Walk in Austin, Texas, drew some 6,000 people. The walk is along a three-mile route to the Lady Bird Johnson Wildflower Center, named after the former First Lady, wife of President Lyndon Baines Johnson.
Walk-generated funds go to the Lady Bird Johnson Wildflower Center, which for two decades has been a national leader in environmental issues. The Center promotes understanding of the ecological havoc caused by the loss of native plant life. With some 30 percent of North America’s native plants at risk of extinction, the Center is aggressively working to protect, restore and preserve America’s botanical landscape.
The spot was directed by Ken Lewin via Xopix, Austin, for agency GSD&M, Austin. The GSD&M ensemble consisted of group creative directors Brent Ladd and Steve Miller, copywriter Kristen Livolsi, art director Jesus Felix and producer Dorothy Taylor.
For Xopix, Justin Corsbie was exec producer, with Chris Ohlson and Monica Walters serving as line producers. The spot was shot on location at the Southwest Texas University campus, San Marcos, Texas, by DP Jay Lipa.
Editing was done in-house at GSD&M by Jason Blair, with Livolsi and Felix as assistant editors. Jeff Franklin of Matchframe, Austin, was online editor and colorist. Audio engineer was Chris Erlon, from Digital Domain of Austin.
