Talking heads are taboo in television—at least that’s the conventional wisdom when you measure success based on Nielsen ratings. One ad proves that talking heads can be engaging, however—it just depends on what’s being talked about.
In this case, the person who has our ear is Lauren Manning, a survivor of the terrorist attacks on the World Trade Center. We see Manning talking to an off-camera interviewer as she recalls the morning of Sept. 11, when she got out of a cab, walked through the revolving doors of the World Trade Center’s Tower One, and headed into the lobby. She was suddenly engulfed in flames.
"I was on fire," she says. "And I yelled, ‘God, please save me for my son.’ I pleaded with them to get me to New York Presbyterian. I knew they had an outstanding burn center there. I was suddenly surrounded by what was a world of people who had been using all the strength and fight they had in them to save me. I was lifted and cradled by them on a moment-by-moment basis that never has stopped to this day."
The spot then cuts to black letters supered across a white background. The message reads, "Lauren Manning continues her treatment at the Hearst Burn Center of New York-Presbyterian Hospital."
Over 80 percent of Manning’s body was burned, and she was initially given a 10 percent chance for survival. This spot from New York advertising agency Munn Rabot documents her experience and serves as an offering of praise and gratitude to the burn center. The ad began airing in January on WABC-TV, New York, as a kickoff to a month of fire prevention and safety awareness on the station.
Munn Rabot (formerly Toolbox) has been working with the Hearst Burn Center since January ’99, when the ad shop created a TV spot featuring New York firefighter Timothy Stackpole, who in February ’98 nearly lost his life in a fire. That spot featured excerpts from an interview with Stackpole, who talked about his memories of the horrific event and the treatment he received at the hospital. Stackpole returned to work and was promoted to captain, but he was among those who lost their lives in the Sept. 11 tragedy.
Peter Rabot of Munn Rabot served as creative director, art director and writer. Simply entitled "Lauren Manning," the spot was directed by Merle Worth of Steam Films, New York. Alan Eisenberg executive produced for Steam and served as the editor for Refinery, New York. Barbara Weiss was line producer for Steam. The :60 was shot at Roller Coaster Studios, East Hanover, N.J., by DP Greg Andrake.
Fred Ruckel of Stich Motion Graphics, New York, served as online editor, Inferno artist and colorist. Audio mixer was Joe Krings of Refinery.
Manning is credited as this spot’s principal actor. The SAG/AFTRA Commercials Contract Standing Committee has granted a waiver to allow commercials to be available for viewing on SHOOTonline.com. The spots cannot be copied, downloaded or emailed.
