TELEVISION - Part 2

Neighborhood/Stared At/Lifestyle

agency - Katsin Loeb Advertising/San Francisco
client - Cybercash
creative director - Jef Loeb
art director - Frank Beneduci
writer - Rod Kilpatrick
agency producer - Annie Uzdavinis
production company - JGF, Los Angeles
executive producer - Gayleen Sharon
producer - Sharon Starr
director - Jeff Gorman
photographer - Ward Russell
editors - Tracy Hof, Tom Schachte (Straight Cut)
music - John Tartaglia (Tartaglia Music Productions)

Neighborhood

The opening shot is tight on a male spokesperson/reporter as he walks down the street of a neighborhood that is at first non-descript because of the framing. At the start of the first shot, if you look closely, you will see behind him is a wall with razor wire coiled on top.
The copy leads the viewer to believe that he is in a depressed neighborhood. The camera pulls back to reveal that he is actually walking the streets of a very posh area as the camera reveals a very large Tudor mansion with a Porsche in the circular drive.
Spokesperson on camera.
AVO: "It is the sort of neighborhood you might not feel comfortable in. In fact, you might even go out of your way to avoid it."
Rich blue blood-looking man shutting an elaborate door to a large home. Closing us out of his world.
"But some people have to live here. Flesh and blood humans just like you."
Tracking shot of woman coming out of coutour store with a liveried man following her with so many packages we can barely see him. She triggers open the trunk of her large, black Mercedes with a remote.
"They do their best with what they have"
A gorgeous woman emerges from a pool and takes a fruity drink and a towel from a uniformed houseboy.
"struggling to make some kind of life for themselves."
Croquet players (jet-setters in their 30s) wearing whites and playing croquet on a large lawn in front of a huge mansion.
"And yet you might consider them different. You might even laugh at them."
Two kids in school uniforms get out of a stretch Mercedes at an exclusive, private school. They join other uniformed children running into the school.
"It´s time to give the rich some respect."
CU of a liveried butler picking up a newspaper from the drive of a large stone mansion. Cut to wide shot which shows the spokesman on camera in front of the house as the butler walks toward the front door.
"After all, someday it could happen to you."
Title card: The Partnership For A Filthy Rich America
Cyber Cash Logo

Stared At

20-something couple on a motorcycle stare at the old, pristine Rolls Royce they are stopped next to.
AVO: "They are stared at"
Elegant, elderly lady walking 2 white toy poodles.
"They are laughed at"
A red, Jaguar convertible pulls up to the guard house of a gated community, the gate rises and the car drives in.
"Many have little choice but to live in walled compounds."
Camera peers through window of an extremely posh restaurant.
"To eat in restaurants set aside just for people like them."
Each place is set with many forks, knives, spoons & glasses. In the foreground we see a tuxudo-clad waiter decanting wine for an elegant couple. Glasses and silver. (He is in background)
An elegant sculpture garden with a large fountain in the foreground and a very large white mansion in the background. The camera cranes up over the fountain revealing a lone woman dressed in a white, flowing dress with a white parasol stolling down the lawn towards the house.
"It can be a lonely existence."
Wide shot of an elaborate fenced mansion with a lovely, lonely child looking out of the bars of the gate.
"Who are these people? The filthy rich."
Cut to a tight shot of the same girl staring out through the iron pickets. With big elaborate iron gates opening with camera moving into reveal the mansion.
"Won´t you help...by becoming one of them?"
Title card: The Partnership For A Filthy Rich America
Cyber Cash Logo

Lifestyle

Man 1: White man in his 30s, dressed in short shirt sleeves and a tie. He is standing in front of skyscrapers in a downtown area.
"It´s a lifestyle choice. They don´t have to be that way."
Woman 1: Mid-30s white, middle-class woman. She is standing in a park. With adults and children in background.
"Live and let live. Just not in my neighborhood."
Man 2: Black man 35-40. He is dressed in grease-stained coveralls and stands in front of a chainlink fence with razor wire. In the background we see a sign for a tire store.
"They live in their big houses, walk around in their fancy clothes."
Woman 2: White, female bike messenger in her 20s. She sits on a graffitti-covered sidewalk in front of a vacant, fenced lot.
"It´s just totally against my personal value system."
Man 3: 40-50 year old, large, Hispanic man standing in front of a fish wholesale business. He is wearing a rubber apron and rubber gloves, both are stained with blood and guts. As he speaks, he cleans a large knife.
"Some of ´em say they´re born like that. But I´m not buying it. No way."
Woman 3: 55-65 year old white Jewish woman. She is bundled up in a wool coat with a scarf tied around her head. She is crossing a city street in front of a brick apartment building.
"You´re suggesting MY son could be one of them?"
Woman 3 turns from camera and crosses street. This image dissolves into a montage of the other people in the spot.
AVO: "There´s only one way to end prejudice against the rich­by joining them."
Title card: The Partnership For A Filthy Rich America
Cyber Cash Logo

It May/Daughters/Fun With Stats

agency - Crispin Porter & Bogusky/Miami
client - Florida Tobacco Pilot Program
creative director - Alex Bogusky
art director - Paul Keister
writer - Tim Roper
agency producer - Terry Stavoe
directors - Tim Roper, Paul Keister
editor - Jefferson Edit

It May

(Excerpt from actual congressional hearings. Laugh track added after the tobacco company executive's statements)
Committee Chairman Henry Waxman (D/California): The medical experts agree that smoking causes emphysema.
Do you agree?
SUPER: James W. Johnston, Chairman R.J. Reynolds Tobacco Company.
SFX: Slight rumbling of laughter from the laugh track.
Waxman: They agree that smoking causes lung cancer.
Do you agree?
Johnston: I do not.
SFX: Laughter spikes up again.
Waxman: Why not?
(Long pause as Johnston turns to confer with his attorney. Their whispers are barely audible)
SFX: Canned laughter increases throughout.
(Johnston finally turns back to Waxman)
Johnston: Ah, please...please restate the question.
(Waxman rolls his eyes and throws his hands into the air)
SFX: Laughter and applause builds to a crescendo.
(Fade to an art card)
Art Card: Truth unfiltered.

Daughters

* Also won a Distinction Award as a single.

(Excerpt from actual congressional hearings. Laugh-track added after the tobacco company executive's statements. Congressman Kriedler confronting the CEO of a tobacco company)
Kriedler: If you had a choice as a parent, would you have your daughter start cigarette smoking?
SUPER: William Campbell, President of Phillip Morris.
Campbell: (Fidgets)I...can't make the choice for my daughter and that´s all I can tell you sir.
SFX: Laughter
Kriedler: If you as a parent could make a recommendation to your daughter...?
Campbell: My daughter's getting recommendations all the time about a lot of things...
SFX: Larger swell of laughter.
Kriedler: So you won't give them a recommendation on cigarette smoking?
Campbell: It...it wouldn't matter if I gave them a recommendation...with the amount of information that they have about this and a lot of other things...
SFX: A final eruption of laughter and applause.
Johnston: Ah, please...please restate the question.
(Waxman rolls his eyes and throws his hands into the air)
Art Card: Truth unfiltered.

Fun with Stats

* Also won a Distinction Award as a single.

(Excerpt from actual congressional hearings. Laugh track added after the tobacco company executive's statements)
Waxman: You were asked whether cigarette smoking causes cancer. Your answer was, quote, "No, I don't believe so."
SFX: Murmur of laughter from the laugh track.
Waxman: Do you stand by that answer today?
SUPER: Andrew H. Tisch, CEO of Lorillard Tobacco Company (1984)
Tisch: I do sir.
SFX: Louder eruption of laughter from the laugh track.
Waxman: Do you understand how isolated you are from the entire scientific community?
(Tisch starts fidgeting with his reading glasses)
SFX: Canned laughter increases throughout.
(Johnston finally turns back to Waxman)
Tisch: Well, uh, we have looked at the data...And the data, uh, that we have been able to see has all been, uh, statistical data that has not convinced me...
SFX: Ongoing smattering of laughter.
Tisch: ...That, uh...uh, smoking causes death.
SFX: Huge eruption of laughter and applause.
(Fade to an art card)
Art Card: Truth unfiltered.

Propulsion

agency - Cliff Freeman and Partners/New York
client - Budget
creative director - Eric Silver
art director - Jason Gaboriau
writers - Steve Doppelt, Eric Silver
agency producer - Nick Felder
production company - Propaganda Films
director - Dante Ariola
editor - Gavin Cutler (Mackenzie Cutler)
special effects - Quiet Man

Propulsion

Open on 5 people inside Budget Headquarters. 3 men and 2 women. They are all in their 30's. They are gathered around a table...brainstorming - throwing out ideas on how to make the company better.
Man 1: So people will get off our bus...pick out the car they want...and be on their way in seconds.
Woman 1: We'll call it Fastbreak.
Woman 2: Our fastest way to rent a car.
Man 2: Can we get people from the airport to their car quicker?
Man 3: We can if we give everyone jet propulsion packs.
Everyone in the room looks fascinated with this idea...they are all deep in thought.
Cut to what they're envisioning.
We see a businessman (carrying a briefcase) in a jet propulsion pack at the airport. He is being given instruction by a Budget employee on how to "fly" his jetpack. He hits the button on one of the handles and is lifted airborne. He then flies straight into telephone wires where he gets tangled up...sparks are flying.
Cut back to the boardroom.
Everyone shakes their head (as if to say "No, not a good idea.").
Man 2: I like the Fastbreak idea.
PEOPLE CHIME IN (under SUPER): Yeah, that's a great idea. I like that one.
SUPER: Fastbreak. Our fastest way to rent a car.
LOGO: Budget. www.budget.com

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