PBS has a new spot called “School Bus.” Part of their award-winning “Be More” brand campaign, “School Bus” is a very short story about a young boy’s extraordinary journey.

In only 70 seconds, the boy’s journey takes him first to the southernmost part of the earth, then to an moment in history, then to the Broadway stage, and finally into the solar system.

The purpose of the spot? It’s an invitation to experience PBS content.

“Be more” is supposed to illustrate how PBS helps you to explore new ideas and new worlds, and broaden personal horizons….all this fueled by compelling content offered exclusively on PBS.

Pleased with themselves, PBS Brand Management and Promotion department feels that they created “a spot that captures the spirit of the PBS experience, which offers everyone…the opportunity to be transported and transformed by our content.”

They use phrases such as “amazing journey…eye-opening bus ride…exciting realm…”

Now, you WOULD have to search the southernmost part of the earth for a bigger fan of PBS than this blogger. And I very much appreciate the difficulties of promotion when you are a nonprofit working within the tightest of budgets.

But, God forgive me, this spot was as boring as all get-out. And I certainly do not have adult ADD.

Don’t get me wrong. The production was slick and I see what they were trying to do. It is supposed to speak to young and old alike. But considering what the world is like today, this spot feels very 1985.

It is typical of nonprofit ads, which seem to live in a world without edge and express everything in a way that is comfortably numb, losing the message through a milk toast approach.

Offer this spot along with a campaign that starts with an intransitive (Be), not an action verb, and you’ve got the inactivity of being and nothingness.

If THEY want to Be More, they might try to Use More Big Bird.

Christine Babick is a blogger at www.beneaththebrand.com. A marketing strategist and linguist, she specializes in marketing language, website text, “emo copy,” and cause and relationship marketing.

Article Tags: Babick | Be | brand | campaign | marketing | More | Nonprofit | PBS | tagline | tv
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