A truism is that altruism is invaluable to an advertising agency—in myriad ways. That was one of the major points made by Jennifer Golub, head of production for TBWA/Chiat/ Day, San Francisco, during a panel discussion at last month’s SHOOT Commercial Production Forum presented in partnership with The Source Maythenyi. (see page one story for full Forum coverage.)
Golub was a panelist on a morning session about the Rock The Vote Action Group, a consortium which includes Squeak Pictures, TBWA/Chiat/Day and DNA Studio. The group teamed to create a public service campaign, the centerpiece being three spots directed by Joe Pytka of PYTKA, Venice, Calif.—"Classroom," "Campfire" and "High School Chorus." The latter ad made SHOOT’s "The Best Work You May Never See" gallery (5/10, p. 11) and aired during an ABC News Nightline segment on homeland security versus civil liberties.
Meanwhile, "Classroom" showed young students in that venue standing at attention and reciting the Pledge of Allegiance. In unison, they say—with hands over hearts—"I pledge allegiance to the flag of the United States of America. And ignore the environment on which it stands. We need energy independence, get oil no matter what." The students and teacher then sit down to begin a lesson. A pair of supers against the classroom backdrop reads: "If the environment is important to you"/"Rock The Vote," accompanied by the Rock the Vote Web site address (www.rockthevote. org).
But beyond short-form spots, the Rock The Vote Action Group is looking to create branded content—including features and TV programs—that will help raise social consciousness on the part of young people, getting them involved in their communities and the political process.
In SHOOT’s initial coverage of the formation of the Rock The Vote Action Group, TBWA/ Chiat/Day executive creative director Chuck McBride said that his hope is that the content development initiative "ultimately will become this training ground for a new way of thinking about how you can extend your client’s business."
Squeak Pictures’ Pam Tarr and McBride envision advertisers, corporations and proactive individuals contributing to a content development fund. Tarr noted that the Rock The Vote brand has equity value, providing credibility and a window to the youth market.
Brands looking to reach the coveted youth demographic can become involved "in a major way" through funding and sponsoring Rock The Vote content, related McBride. "But this can only work if those brands truly share the same ideas as Rock The Vote."
Addressing some 200-plus colleagues at the Forum—mostly her counterparts from agencies throughout the country—Golub said that agency heads of production, executive producers and producers are enablers who can help make creative ideas that benefit society a reality. Such efforts can encompass assorted worthwhile causes.
"I can tell you from my experience that it is absolutely a win-win situation for both the [Rock The Vote] foundation as well as the agency," related Golub. "Rock The Vote helped energize and inspire our agency. Good work brings spirit to agencies. … The spirit of working on something that is meaningful can’t be quantified."
The Rock The Vote initiative—and the production of the aforementioned PSAs—had a therapeutic effect at TBWA/ Chiat/Day, San Francisco. At that time, recalled Golub, the agency had lost the Levi’s account, resulting in the firing of friends and a general reorganization. "It was quite depressing," she said. "But this [Rock The Vote] was something to rally around. It re-energized the office. Good work does that. When the spirit of the work is meaningful, the sense of community at an agency is at its best."
