Ad of the Day: 9/11 Memorial Spots Balance Tragedy and Tourism

On Thursday, President Obama dedicated the National September 11 Memorial & Museum at Ground Zero. It opens to the public next week. And now, a pair of simple but powerful new ads from BBDO New York (and Imaginary Forces director Alan Williams) offer a glimpse of the tragic history on display there. The first replays the surreal view from the International Space Station of smoke billowing over lower Manhattan on the day of the attacks, along with the commentary of astronaut Frank L. Culbertson. The second, voiced by Robert De Niro, focuses on the burnt and twisted watch that belonged to Todd Beamer, one of the passengers who revolted against the hijackers on United Flight 93, causing the plane to crash in rural Pennsylvania, killing everyone on board but sparing countless others in the intended target of Washington D.C. The copywriting in the Beamer ad flirts with somewhat melodramatic language that doesn't necessarily do a service to gravity of the overall subject matter, stating the already heart-wrenchingly obvious fact that the watch can no longer tell time. But it does make its point that the artifact's role has shifted from utilitarian to something much more significant. The Culbertson spot has no such issues, relying on the astronaut's poignant words. It's also oddly appropriate conceptually. Culbertson was able to provide some perspective from a great distance on 9/11. The Memorial can do something similar, given the 12 years that have passed. (The tagline itself, "History remembered," put the events at a distance, too.) The ads also have the challenge of being, essentially, tourism spots—which can feel jarring. (Indeed, they close by asking you to "Plan your visit.") But they do so with as much respect as they can. And both ads are, in and of themselves, sobering reminders of that day—and thus function much like the memorial itself, on a smaller scale. CREDITS Client: 9/11 Memorial Museum Agency: BBDO New York Titles: "The Watch," "Astronaut" Chief Creative Officer, Worldwide: David Lubars Chief Creative Officer, New York: Greg Hahn Executive Creative Director: Mike Smith Senior Creative Director/Copywriter: Tom Kraemer Creative Director/Copywriter: Rick Williams Creative Director/Art Director: Marcel Yunes Executive Producer: Angelo Ferrugia Project Manager: Lauren Callaghan Account Director: Neil Onsdorff Account Executive: Jen Sullivan Production Company: Imaginary Forces Executive Producer: Sarah Roebuck Director: Alan Williams Producer: Jon Hassell Producer: Kacie Barton Production Coordinator: Tess Sitzmann 3D Pre-Vis: David Lee, Alan Williams Editor: Zach Kilroy Line Producer: Rich Schwab Director of Photography: Shane Sigler 1st AC: Beau Grantland Motion Control Op: Sean Folki Gaffer: GT Womack Grip: Jeff Clark Production Assistants: Johann Stamp, Griffin Sager-Gerllerman, Sara Strahan Color: The Mill Colorist: Fergus McCall Final Mix: Sonic Union Sound Engineers: Fernando Ascani and Steve Rosen Equipment generously donated by: Shane Sigler Scheimpflüg Abel Cinetech Monster Remotesz

Brand Marketing

Ad of the Day: 9/11 Memorial Spots Balance Tragedy and Tourism

Todd Beamer's watch and a view from space

Gabriel Beltrone

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

Gabriel Beltrone