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PBS Launches Brand Campaign Urging Viewers to Be More
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Be More Inspired. Be More Passionate. Be More Empowered. Be More PBS.

Pasadena, CA - July 26, 2002 - PBS is launching a new brand image campaign this month, the company announced today. The campaign consists of four television spots, directed by critically acclaimed independent filmmakers Alfonso Cuaron (Y Tu Mama Tambien, A Little Princess) and Francois Girard (The Red Violin). The first spots began airing on local PBS stations July 22.

The new initiative builds on the momentum of PBS's previous brand campaign, Stay Curious,® which has won numerous awards (including an Emmy for "Photo Booth") since its launch in 2000. An evolution of the Stay Curious message, this new campaign further defines PBS's role in both broadcasting and public service.

"The campaign captures PBS's unique position in the broadcast world," said Lesli Rotenberg, senior vice president, Brand Management and Promotion, at PBS. "Unlike commercial broadcasters and cable networks, PBS's bottom line is public service. Our mission is to inspire people to engage in deeper, more meaningful ways with the world around them-with their families, their communities, and through individual growth. The new PBS brand campaign highlights what distinguishes us and the benefits viewers value most about our service."

"People tell us that PBS programs help them know more about the world around them, engage them to take action, and do more for causes they believe in. Most of all, they tell us PBS inspires them to grow, to stretch, simply to Be More."

The four executions, created by Fallon Minneapolis, illustrate the richness and diversity of PBS's programming. The spots portray simple, yet compelling, scenarios that inspire people to Be More inspired, passionate, empowered, honest. To give the campaign an authentic cinematic quality, PBS tapped the talent of critically acclaimed independent directors Alfonso Cuaron and Francois Girard.

"Like the programming on PBS, the spots are thoughtful, provocative, and emotional stories," said Bruce Bildsten, associate creative director at Fallon Minneapolis. "And we thought it appropriate for PBS that the spots not feel commercial, but rather like little films, which made Alfonso and Francois so right for them."

Girard infused his expertise and passion for music into:

Birds: Alone in his loft, a composer-played by real-life composer, Walter Boudreau-is struggling with some serious writer's block as he works at his piano. After what appears to be several hours of hard effort, he is rewarded with inspiration from a most unlikely source, the pigeons outside his window. The conclusion: Be More inspired.

Orchestra: A sextet is madly approaching the end of a dramatic Brahms piece. As the music's crescendo carries them away, a series of small events leads to a final climatic act by the cellist that is wildly appreciated and encouraged by the audience; they have also been drawn into the joy and fury of the sextet. The conclusion: Be More passionate.

Cuaron brought his dramatic storytelling style to the following spots (which are still in production and will be released at a later date):

The Emperor's New Clothes: A modern retelling of the classic tale. We follow a world leader through what appears to be a newsreel-like history of his recent life. Throughout, he is entirely unclothed and, of course, no one seems to notice. In an interesting twist, his bareness is finally revealed, much to everyone's shock. The conclusion: Be More honest.

Fish: A goldfish watches a PBS nature program from inside his bowl. Suddenly motivated by what he sees, he makes a series of astonishing leaps that take him on a journey fraught with danger and heroics. His final destination makes it clear why he would risk life and limb; he joins a group of salmon swimming upstream, not unlike those he was earlier watching on TV. The conclusion: Be More empowered.

"This project brought together top talent in the film and commercial industries, each with a generous spirit and passion for PBS," said Mark Sitley, broadcast director at Fallon. Noteworthy are the contributions of: Independent Media, production company; editors Stephen Jess, John Smith, and Livio Sanchez, all with The Whitehouse New York; The Mill, post-production; Human, sound design; Carl White at Hi-Wire, mixing; Jeff Layton, orchestrations; and Amber Music, original score.

Note to editors:

PBS, headquartered in Alexandria, Virginia, is a private, nonprofit media enterprise owned and operated by the nation's 349 public television stations. Serving over 100 million people each week, PBS enriches the lives of all Americans through quality programs and education services on noncommercial television, the Internet and other media. More information about PBS is available at, the leading dot-org Web site on the Internet.

Fallon Minneapolis is a division of Fallon Worldwide, a global network of Paris-based Publicis Groupe S.A. With billings of $700 million, Fallon Minneapolis' clients include, among others: BMW of North America, Citibank, EDS, Gulfstream Aerospace Corp., Holiday Inn, International Truck and Engine Corp., Lee Jeans, NestlŽ Purina PetCare, Nikon, Nordstrom, Nuveen Investments, PBS, Timex, and United Airlines. Fallon Worldwide is one of the world's most critically acclaimed creativity companies, delivering innovative strategic business solutions for some of the world's leading brands. Additional information can be found at


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George Abar, PBS
(626) 535-9632, after 7/26 call (703) 739-5031

Tera Small, Fallon Minneapolis
(612) 758-2694