This :60—with a :30 version—is shot from the POV of a person boarding a bus. As we—the camera—make our way to the top of 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 his 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, frightened, 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 out to the supered words, "Never move from what is right."
Titled "Bus," this public service message, set in 1955, recreates the historic moment 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 bring about the Civil Rights Act of 1964.
The spot was conceived by a DDB Seattle team consisting of senior art director Randy Gerda, senior copywriter Eric Gutierrez and producer Heidi Molden. It marks the 11th consecutive year that DDB has produced advertising to remind people about Martin Luther King Jr. Day and its true meaning.
"Our agency has supported and promoted this cause for more than a decade now, and we’ve produced some terrific, award-winning work," said DDB Seattle president Ron Elgin. "But I can honestly say that this year’s campaign [also comprising radio, print, outdoor and transit] is by far the most moving we’ve ever produced. I get goose bumps every time I see it. I am so proud of this work."
Michael Karbelnikoff of bicoastal HKM Productions directed and shot "Bus," backed by a support ensemble that included executive producer Lisa Prentis Margulis, head of production Carl Swan, producer Susan Rued, assistant director Michael Salven and assistant cameraman Bob Smathers. Production designer was Cosmos Demetriou.
"Bus" was edited by Chan Hatcher of Cosmo Street, Santa Monica. Online editor was Stan Kellam of The Finish Line, Santa Monica. Peter Rincon of POP Sound, Santa Monica, served as audio mixer.
The song was performed by the Total Experience Gospel Choir, Seattle, with music recorded at Seattle-based Pure Audio.
"Bus" debuted at the beginning of the month and ran through Martin Luther King Jr. Day—Jan. 15—in the Pacific Northwest region.
DDB Seattle partnered with The Seattle Times for the first 10 years of the annual campaign, but this year the agency moved forward on its own.
