At first, it’s a curious sight. Three older white-haired men—all in a row—walk behind a young woman down a city street. Clad in conservative business suits, the men keep pace with the female, finally stopping at a soda vending machine. As she’s about to make a selection, one of the men stops her and instead presses another button, ordering a different soft drink from what she was about to choose.
This scene segues to the woman seated on a couch in a room that’s illuminated only by the glow from a television set. Though we don’t see the program being watched, it’s clear from her facial expressions that she’s enjoying the show. But from out of the darkness emerge the three men, one of whom takes the television set remote control and switches to another channel, much to the woman’s chagrin.
Next the woman and the ubiquitous trio file into a department store. A blouse on a clothes rack catches the young lady’s eye. She holds it up for the three men to see. They nod "no" and instead pick out a frumpy shirt for her to wear.
A female voiceover puts the scenarios into perspective: "You wouldn’t want some old guys in Washington making your choices for you. Then why are you letting them make the most important choice of all? Fight for your right to a safe and legal abortion, while you still have it."
As she walks away—with the three men trailing her—a super appears on screen with an accompanying voiceover: "It’s Pro-Choice or No Choice."
Entitled "Old Men," the spot for the Pro-Choice Educational Project was conceived by a team at New York-headquartered advertising agency DeVito/Verdi consisting of creative director Sal DeVito, art director Rob Carducci and copywriter Rob Slosberg. Agency executive producer Barbara Michelson served as producer on the job.
Slosberg directed the ad via U Direct Productions, New York. Executive producer/producer was Daniel Miller. The spot was shot in black and white by DP Jamie Rosenberg.
"Old Men" ran on a TV station in San Francisco. But at press time, the New York affiliates of NBC, CBS, ABC and FOX rejected the ad, reportedly on the grounds that it dealt with too controversial an issue.
Mark Fortgang and Daniel Miller served as editor and online editor, respectively, via U Direct. Colorist was Lenny Maspiadrea of Nice Shoes, New York. Audio mixer was Pete Serenita of DJM Editorial, New York. Music was from Portishead, London, via Universal Records and publisher Chrysalis.
