TLC stands for The Learning Channel. It also stands for sharing life’s lessons as reflected in this comedic campaign directed by Matt Aselton of bicoastal Epoch Films for The Martin Agency, Richmond, Va.
In the :30 “Babies,” we see young parents in their infant’s bedroom. A collection of figurines is proudly displayed on a nearby shelf and dresser. The young dad says that he and his wife have been collecting these “Life Lessons” figurines for quite some time.
The mom interjects, “But it wasn’t until little Harold came along that our collection started to take off.”
She points to one figurine, which shows a baby on a changing table. The life’s lesson learned is neatly spelled out along the bottom of the figurine. The message reads, “Babies have surprisingly great aim.”
Another figurine offers the profound advice, “When the baby needs changing, rock beats scissors.”
The dad then points to a figurine that “saved me a lot of embarrassment.” The “Life’s Lesson” of this is simply that not everyone wants to see your baby pictures. We see one man holding an accordion foldout of photos; he’s standing next to a man who’s using a restroom urinal.
A live-action scene then unfolds as if to bring the last figurine to life, except here both men are standing in front of their respective urinals. The young father says to the other man, “Hey you want to see something awesome.” Obviously the guy at the receiving end of this overture doesn’t think he’s about to see some baby photos.
An end sequence shows assorted figurines, accompanied by a voiceover that relates, “Life Lessons, collect them all on TLC.” The TLC logo appears, along with the slogan “Live and Learn” and a Web site address (tlc.LifeLessons.com).
The Martin Agency’s creative team on the campaign, including “Babies,” included creative director Sean Riley, copywriter Todd Brusnighan, art director Pat Wittich, strategic planner Katherine Wintsch, and broadcast producer Molly Schaaf.
Jerry Solomon executive produced for Epoch, with Marc Marrie serving as producer. The DP was Peter Donahue.
The editor of “Babies” was Lawrence Young of Cosmo Street, New York. Colorist was Tim Masick of Company 3, New York.
RIOT Manhattan was post/visual effects facility with Toby Bruckhurst serving as visual effects artist and Angela Lupo as effects producer. Meredith Brown was CGI exec producer for Curious Pictures, New York. Curious and RIOT figured prominently in the creation of the figurines.
Audio post mixer was Philip Loeb of Sound Lounge, New York. Sound designer was Bill Chesley of Amber Music, New York.
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