In Fallon’s latest effort for PBS, a remote

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.” Filmed in a Chilean village with local actors, the spot, helmed by Elias Merhige (Shadow of the Vampire), has a moody, atmospheric feel. A companion ad, “Bedtime Story,” shows PBS personalities from Jim Lehrer to Bernadette Peters appearing to help tell a bedtime story to a tot. “Bucket Brigade” breaks in April. PBS spent more than $15 million on ads in 2003 and the same amount between January and October of 2004, according to Nielsen Monitor-Plus.