New York, NY (July 12, 2004)–Propeller creative director/composer Doug Hall captured the changing moods of “Heart and Soul,” from sober and thoughtful to upbeat and hopeful, for a new spot for the United Federation of Teachers (UFT) from Bynum Thompson Ryer/NY. The commercial depicts the current working conditions of New York City educators and offers a ‘what if’ scenario of proposed improvements.
The commercial, one of several the agency creates annually for the UFT, is designed to muster public support for New York City teachers. Directed by This Is TV’s Conrad Fink, the spot is narrated by real teacher Dawn Thompson who describes putting her heart and soul into teaching despite overcrowded classrooms, tough working conditions and low teacher salaries, which force one out of every three new teachers to leave the profession within two years.
Hall met the challenge of underscoring the drama of the teachers’ plight in the first part of the commercial and smoothly transitioning to a more optimistic and uplifting finish. “It was a matter of capturing the proper emotional tone for the different sections of the spot,” he said. Hall played a sampled Bosendorfer grand piano and utilized a variety of tonal colors including a children’s choir to accentuate the hopeful feel of the spot’s concluding message.
“Doug’s music from the beginning was wonderful; he heard what the client wanted in tone and mood,” said Peter Bynum, creative director at Bynum Thompson Ryer. “We had a complex approval process, and Doug rolled with the punches and did whatever it took to make the client happy. Propeller was amazingly accommodating, and the client was thrilled with the music.”