Silent picture set in a village in southern France.  Accordion music plays as a librarian trots down the dirt path leading to the small stone library, which is on fire.  The film flashes to a little boy on a bike and an old man peeling an apple.  The librarian shouts (silently) for help and the entire village rushes to action, lining up at the town’s sole pump each holding a bucket.  One strong looking villager stand at the pump to produce a stream of water, but the well appears to be very close to empty and only a trickle can be produce.  For a moment it seems like dire circumstances until one villager takes a bucket, goes into the cottage, fills the bucket with fire and hands the bucket down the line.  He fills many buckets and hands them down the line of villagers where they are eventually smothered or quenched under the trickle.  The commercial ends with the words “Be more inventive.  PBS.”

Credits

Agency: Fallon Minneapolis Bruce Bildsten, executive creative director; Mike Gibbs, group creative director; Gerard Caputo, art director; Dean Buckhorn, copywriter; Brian DiLorenzo, director of broadcast production; Robert van de Weteringe Buys, executive producer; Nicholas Gaul, associate producer. Production Company: Independent Media E. Elias Merhige, director; Bruno DeBonnel, DP; Susanne Preissler, executive producer; L. Skutch, line producer; David Brisbin, production designer. Benito Cine, Santiago. Veronica Figueroa, producer. Shot on location in Curtiduria, Chile. Editorial: Whitehouse Post Productions, New York Rick Lawley, editor; Dan Maloney, assistant editor; Corina Dennison, senior producer Postproduction: The Mill New York,THE MILL, London Hitesh Patel, visual effects supervisor; Fergus McCall and Paul Harrison, Telecine artists; Phil Crowe, lead Flame artist; Ivor Griffin, CG animator; Tom Poole, Telecine assistant; Adam Grint and Richard Betts, Flame assistants; Helen W

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