Chuck McBride, Mr. Big Shot

Headshot of Tim Nudd

Will Chuck McBride throw it all away for the rock ‘n’ roll life?

Not yet, apparently. But the onetime apartment manager and current North American creative director of TBWA\Chiat\Day has been busy on the extra curricular front, directing the Dave Matthews Band’s latest video, “Everyday.”

The video, which premiered Nov. 16 on MTV, features a yellow-hatted, red-shirted Everyman, played by Judah Friedlander, who spends one full day hugging everyone he meets. Shot in New York and in Dave Matthews’ hometown of Charlottes ville, Va., it’s a star-studded affair, with appearances by Conan O’Brien, the Blue Man Group, a bunch of New York City firefighters and others.

McBride and the band had originally planned to shoot a video for “When the World Ends,” another song off DMB’s latest album, according to VH1. But after Sept. 11, they chose “Every day” instead—a song the band played at the America: A Tribute to Heroes telethon.

The video, which can be viewed at the quick-loading site, has fed speculation that McBride isn’t long for the agency life. “Boy, it’s lovely when I hear those [rumors],” he says. “I’m not running off to become a director. What I’m hoping is that more and more agency people can participate in different mediums as opposed to just the advertising stuff.

“Wouldn’t it be great if we could write TV shows?” he adds. “I’ve got a few.”

@nudd Tim Nudd is a former creative editor of Adweek.