Hey kids, want to irritate your parents?’ asks the teenage voice dripping with sarcasm. ‘Tell them you want to go to art school.’ The radio spot for the Academy of Art College in S.F. features the voice of Roseanne co-star Sara Gilbert. The tone is designed to strike an empathetic chord with young people who have a passion for art, but often find their parents don’t view it as a serious pursuit. ‘In our society it’s often considered frivolous,’ said Chuck Thegze of S.F.-based Hungarian Radio, who wrote and directed the spot in conjunction with the agency Pier 50/S.F. ‘Someone who has that passion has always heard ‘put away that drawing, now we’re going to do something serious.’ ‘ The ad portrays the academy as an ally that, it says, ‘can speak parent.’
Copyright Adweek L.P. (1993)