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Hallmark's "Required Reading"

By

SHOOT Staff
Friday, Jul. 7, 2006

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Ed, a grown man, reluctantly walks into a classroom for reading lessons. The teacher starts him with a children's book, the title of which he can't even read. Subsequent lessons show the man slowly yet steadily making progress until he can read on his own. We then see him at home where he opens a box containing greeting cards he's received over the years. He reads the first one: "Papa means love. I now this is true. I know it because my papa is you. Happy Father's Day, Papa." It is signed, "Love, Jenny."

Credits

Agency: Leo Burnett David Harner, creative director/art director/writer; Tim Pontarelli, creative director/copywriter; Bob Harley, executive producer Production Company: Institute for the Development of Enhanced Perceptual Awareness David Harner, director; Roger Petrusson, producer; Tim Olgerson, DP Editorial: Avenue Edit | SOMERsault | Avenue Audio Bob Ackerman, editor Postproduction: Company 3 Los Angeles Stefan Sonnenfeld, colorist

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