child’s play

Beltrame Leffler Advertising’s first campaign for The Children’s Museum of Indianapolis required one particularly hectic shoot. The Indianapolis shop brought in more than 55 local children to appear in two TV spots that began airing last month in Indianapolis; Dayton, Ohio; Louisville, Ky.; and Cincinnati.

The campaign—tagged “An extraordinary experience in learning”—is the first TV effort from Beltrame Leffler for the museum. Previous work carried the theme, “Where a child learns to learn,” and did not feature children.

The museum’s budget for the campaign is about $1 million, an agency representative said.

The 30-second spots show children being educated while roaming around the museum’s various exhibits. Lyrics and voiceovers encourage parents to, “Take me there.”

“Our goal for these television spots was to show children in an active learning environment,” said Sharon Martin, the museum’s marketing manager.