Pledge Drive

What would life be like without public TV? To find out, check out one of the new TV spots created for the medium by DMW.

“Whole Lot of Nothing” uses a guy with a British accent, a chair, a few props, some frenetic movement and a lot of white space to convey the probable effects of public-TV support drying up.

“Nothing on public television except for a man using his hand for puppets,” the guy says, moving his hand to simulate a talking puppet. “No singing, no dancing, not one tenor in sight,” he adds.

The solution: “Pick up the phone right now and say, ‘Yes, I want to support my local public television station.’ “

“The strategy was really to appeal to the viewer of public television as an individual,” said Bill Spink, evp, chief creative officer at DMW in Wayne, Pa. “You need to call and participate to guarantee that the programming you love stays on the air.”

“Pass It On” takes a different tack, showing the variety of public-TV offerings via a host of actual program snippets.

The spots, public TV’s first commercial direct-response work, are running this month in selected markets, on networks such as The Learning Channel and A&E, and on local cable.

The project is funded by a grant from the Corporation for Public Broadcasting and seven participating stations.