This spot gives new meaning to the term “test tube baby.” We open in a college science laboratory class where the professor–decked out in lab coat and goggles–relates to his students, “So today we’ll be initiating a thermodynamic chemical reaction.”
The professor takes a dropper and places a single drop of a chemical into a test tube, causing some bubbling. “Fire up your burners,” he instructs his pupils.
The camera reveals a student whose lab coat is being pulled from below. Turns out the one doing the tugging is a pint-sized boy, whose goggles cover most of his face.
“Excuse me,” says the five-year-old boy politely. “I’m not allowed to play with matches.”
The older student looks puzzled yet raises his hand to get some help from the professor. A voiceover intervenes to provide some context for the disparity in age between these two classmates.
“It’s hard to imagine but your kids will be in college sooner than you think,” relates the voiceover. “Bright Start will help you get ready.”
Bright Start is a State of Illinois college savings program. Contributions to Bright Start are tax deductible and the program entails no sales charges, continues the voiceover. We then see a Bunsen burner being lit. The voiceover concludes, “Help your kids get ready with Bright Start.”
“Lab” is one of two Bright Start spots directed by Bill Ebel, a new helmer at Ebel Productions, Chicago. The son of noted director Bob Ebel, the younger Ebel also edited the pair of :30s for agency Chicago Creative Partnership.
The other Bright Start commercial, “Lecture,” is similarly themed. The spot shows a college lecture hall filled with students. The professor asks a difficult question, and a little girl raises her hand. The lass doesn’t have an answer to the teacher’s query, but rather an announcement of her own: She informs the professor that she has to go potty.
Chicago Creative Partnership’s ensemble included senior VP/creative director Don Nelson,, senior VP/director of broadcast production Steve Ross, senior art director Chris Tomczak and senior copywriter Don Dunbar.
For Ebel Productions, Jason Schettler served as executive producer and first assistant director. Kathleen Hurley produced. Gail Wettengel was production manager. The DP was David Kessler.
Jeff Charatz and Michael Mazur of The Filmworkers Club, Chicago, served as online editor and colorist, respectively. Audio post engineer was Stan Oda of Chicago Recording Company. Principal actors in “Lab” were Bruce Jarchow, Brennan Buhl and Matthew Gerdisch.