This understated yet eloquent Advertising Council PSA for The National Center For Missing and Exploited Children opens on a public playground in which an unoccupied merry-go-’round slowly turns.
Next we are shown a vacant baseball field, then a bicycle parked in a deserted alley, followed by the exterior of a school. Parked in front is a school bus. A moment later, off in the distance, we see two youngsters walking by the school.
A voiceover relates, “To the list of places you might find sexual predators, add this one,” at which point we are taken indoors where we see a girl seated in front of her personal computer, surfing on the net.
“Last year,” continues the voiceover, “one in five children was sexually violated online. To learn what you can do to protect your kids’ online life, visit cybertipline.com. Help delete online predators.”
An end tag contains the Web site address as well as a toll-free phone number (1-800-THE LOST).
This :30, which was produced in late 2004 but recently debuted on air, was directed and shot by Henrik Hansen of Aero Film, Santa Monica, for Merkley + Partners, New York.
Lance O’Connor executive produced for Aero, with Jim Maniolas serving as producer and Frank Piazza as production supervisor.
The agency creative team consisted of creative directors Andy Hirsch and Randy Saitta, associate creative director Mike MacNeil, senior copywriter Chuck Borghese, art director Jason McQuoid and producer Alex Kobak.
Editor was Lin Polito of Version2. Editing, New York. Linda Rafoss executive produced for Version2, with Cary Flaum producing.
Colorist was Ken Masick of Company 3, New York. Audio Justin Hopfer, who’s now freelancing, served as sound designer/audio post mixer via Version2.
Principal actress was Hannah Mets.