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American Morning
Ad Maker Discusses Bush Spots
Aired November 21, 2001 - 07:51 ET
THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
LEON HARRIS, CNN ANCHOR: It is Thanksgiving. Along with giving thanks, the president and his wife are asking Americans to give more. They've launched public service announcements encouraging volunteerism.
(BEGIN VIDEO CLIP)
GEORGE W. BUSH, PRESIDENT OF THE UNITED STATES: This year, Thanksgiving will mean more than it ever has before.
LAURA BUSH, FIRST LADY: So many have given their time, their talents.
G. BUSH: Their bravery, their sacrifice and courage to keep this country strong. Some believe it's astonishing. I believe it's the American character.
L. BUSH: As your family gathers, give thanks and think of all that can be done in your community.
G. BUSH: Thanks for making such a difference. Thanks for giving. God bless you, and God bless America.
(END VIDEO CLIP)
HARRIS: These public service announcements were the idea of the Advertising Council, and the head of the council is in New York this morning.
We say good morning to Peggy Conlon.
How are you?
PEGGY CONLON, THE ADVERTISING COUNCIL: Good morning -- very well, thanks.
HARRIS: Well, let me get this straight. You guys came up with the idea. How big of a pitch did you have to make to the president to get him to do this?
CONLON: Actually, it was really in concert with what he was planning to do a week ago Thursday, I believe it was, when he gave his speech in Atlanta. So when Karen Hughes, his adviser, saw the concept, she seized on it right away. HARRIS: Yes. So now, who wrote the script? Was it a script you all came up with, or did you just let him get on the camera and wing it?
CONLON: No, actually, we -- a gentleman by the name of John Neiman (ph) wrote the script, and we submitted it. They changed just a few words, and that was it.
HARRIS: Yes. Now, as I understand it, you guys did this on the ranch there in Crawford, Texas?
CONLON: We did, yes.
HARRIS: And you did it while Russian President Vladimir Putin was there?
CONLON: Yes, that's right. The President Putin was there, and they were meeting in the main residence. His delegation was in the guest house, so we set up in the barn outside.
HARRIS: That had to be very interesting, I've got to think, to sit there and watch Vladimir Putin watch George W. Bush do this sort of thing. Did you get a chance to watch him or listen to any comments he had to make about it?
CONLON: No, actually President Putin had departed the ranch at that moment, so it was just the crew, the president and the first lady.
HARRIS: Yes, I just thought it would be fairly interesting to see -- he's actually -- he would be watching, I guess, the things of democracy in action. But perhaps nobody outside else the country would...
CONLON: Yes.
HARRIS: ... see or normally see, you know, (UNINTELLIGIBLE). Well, let me ask you about this, you're saying that you believe this is the beginning of a movement. What do you mean by that?
CONLON: Well, we believe that the American people are really anxious to do things, here at home, that will support the war effort. And our intention, through the ad council, working with a variety of organizations, including the White House, is to put together public service messages that will guide their efforts and encourage them to do things in their community to keep their community safe and strong.
HARRIS: Yes, and this is a lot bigger than Thanksgiving in your eyes.
CONLON: Absolutely. We intend for this movement to go on for years, frankly.
HARRIS: Yes. Do you have plans already in place for Christmas coming up? CONLON: Well, not Christmas, specifically, but we do have some campaigns that we'll be launching in mid-December through the National Crime Prevention Council, which is funded by the Justice Department. They're going to be putting together a Web site and a brochure, telling people what they can do to keep their families safe and their communities safe.
HARRIS: How about the president and Mrs. Bush, did they make any suggestions about different campaign ideas going down the road?
CONLON: No, not so far. I think that, really, this whole concept of engaging Americans and giving them ideas on things to do, and of course, thanking them for their contribution is really where the president and the first lady are coming from right now. We'll be working with Governor Ridge and the Homeland Security team to help frame messages that will, again, mobilize American people to do things in their own communities in support of the war effort.
HARRIS: Well, you know, one of the messages that you all have already framed is the "I am an American" campaign that we've already seen, and that's gotten a huge response. I mean, that one is recognized by people all over the place. I traveled across the country about a week or so, and I got to tell you, that sort of thing -- it came up in conversations with people (UNINTELLIGIBLE) stops across the country.
Do you expect the same kind of reaction this time around?
CONLON: Well, I do. The difference here is this spot has a short shelf life. It's only going to run for the holiday weekend.
HARRIS: Yes.
CONLON: But the "I am an American" spot has received millions of dollars of donated media since September 11. And I think that if you look at any silver lining that could come out of this horrific event, it's that people really embrace the diversity in this country right now, and that spot really captures it.
HARRIS: Yes. Well, good luck with this one. Tell the truth, honestly, five takes, not one mistake, not one flaw here?
CONLON: They were amazing. One was better than the next.
HARRIS: I can't believe that.
CONLON: I know, it was delightful. They actually spent more time talking with the crew than they had to spend taping this spot. It was really quite a joy.
HARRIS: Well, we may have (UNINTELLIGIBLE) by the future careers there, the both of them. Peggy Conlon...
CONLON: Thank you, Leon.
HARRIS: ... thanks very much -- we appreciate it. CONLON: Thank you.
HARRIS: Good luck to you. We'll be watching.
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