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In Fallon’s latest effort for PBS, a remote village bands together to put out a fire in the town library—but when a hand pump is too slow to fill the buckets they’ve brought, they fill them with flames instead, slowly putting out the fire. Copy reads: “Be more inventive.” “It’s kind of a parable for what PBS is going through,” says creative director Bruce Bildsten. “Fundraising drives are always a bit of a bucket brigade.”
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