They expected a bright, sunny morning, but when production crews arrived at the set and found gray skies and a gentle drizzle, they considered postponing the shoot.
But if the day was meant to be dreary, said the director, then they would alter the script and use the melancholy setting of rain dripping from a rooftop and a lone bird flapping its wings in a puddle of water to help tell the story of an emotional parting of a daughter from her parents.The 60-second spot, titled, "Train," was being shot as part of the Church's popular Homefront series, "Family. Isn't It About . . . Time?"
"The Homefront series is the longest-running, most-broadcast, highest-awarded public service campaign in the world," said Richard D. Alsop, president of Bonneville Communications, a division of Bonneville International Corp.
"They are 60-second movies that change the world," said Grant Baird, director of the Homefront series, explaining how each spot has a plot and a resolution that is told with intrigue and artistry to capture viewer attention.
Since 1972, when the first one aired, each spot has built upon the success of previous ones, making the Homefront series popular among a growing number of national and international broadcasters.
"Train" depicts a father in farm boots and a mother in a house frock accompanying their daughter to an old train station that is showing the effects of weather and time.
While waiting for the train, as they carry on a conversation of small talk, the daughter's eyes show the eagerness and apprehension of a young lady leaving home for the first time, while the father's eyes show the tension of a man who loves his daughter, but can't share his feelings.
After the train arrives, the daughter settles into her seat and peers through the beads of rain on the window. His opportunity to share his love nearly past, the father responds to the gentle prodding of his wife and finally lips the words, "I love you."
The spot speaks to many fathers, explained Steve Wunderli, writer and creative director of the script, because it highlights the struggle some men have to express their feelings. The encouragement here is to help fathers overcome their awkwardness and share their feelings before it is too late.
"Train" and "Eansie Weansie" were two commercials released by Homefront for broadcast in 1998. "Eansie Weansie," written by Curt Dahl, portrays a burly steel worker singing "Eansie Weansie Spider" to his daughter over the telephone.
The father is oblivious to his co-workers who are attracted to his antics and are circling around him. A heavy silence hangs over the group as the phone call ends. But just as it appears that the father is to be lamblasted with catcalls and jeers, the co-workers respond with playful appreciation.
Both spots are currently airing on television stations around the world.
These latest commercials follow on the heels of "Saturday Morning" and "Story Time," two of the most successful promotions in Homefront history.
"Your Children Need More of You," was the first spot of the Homefront series. It aired January 1972 on 141 television stations and 1,297 radio stations. "We were thrilled with that kind of response," Brother Alsop said.
Homefront, originally conceived to promote family solidarity and increase awareness of the Church, now airs regularly on 850 television and 5,000 radio stations in the U.S., and an additional 650 radio and 1,300 television stations internationally.
"Saturday Morning," the latest Homefront spot for which tracking data has been gathered, aired in September 1997. During a 26-week campaign, "Saturday Morning" aired 30,584 times in 199 of the 211 major markets in the United States.
"The value of this donated air time by broadcasters represents millions of dollars of public service time for the Church," said Gary Dixon, vice president of Bonneville Communication.
"A national benchmark survey conducted in 1985 found that 54 percent of the U.S. population could - when aided - recall the message of the Homefront campaign," said Brother Alsop. "Such recall is an enviable position."
Missionaries in the Dominican Republic found some years ago that they were more readily received by people when they mentioned the Homefront series during their approaches, said Brother Dixon.
"The theme of spending time with families is so recognized that people now refer to Homefronts as the LDS `time' campaign," said Brother Wunderli.
The success of the Homefront series is, in large measure, a result of the scores of people who produce the spots, added Brother Dahl, a creative director who has written spots for nearly 21 years.
"These spots are produced by people of skill and sensitivity but who are, comparatively, unknowns who are accomplishing as much with their work as some higher profile people," said Brother Dixon.
During the 26-year history of the Homefront series, 60 different campaigns have been created. Each deals with some aspect of family life, explained Brother Alsop.
"The spots are directed at families," said Brother Dahl. "We want to create little moments - pockets of time - that help parents stop and appreciate how special their families are. We try to create a sense of calm, joy, love - to show healthy, honest solutions."
The quality of the Homefront series has been acknowledged by professionals in the broadcast industry. Over the years, more than 300 national and international awards have been awarded, including Clios, Emmys and a Bronze Lion from the Cannes Film Festival in France.
But more than the professional accolades, the longevity of the Homefront series rests in the high quality of creativity and production that earns the trust of broadcasters to air the spots, Brother Alsop said.
"If a station airs Homefront during prime time television and the spot is below standard, viewer attention will be lost and people will switch stations," explained Brother Alsop. "Stations are very careful to keep their audience."
The success of Homefront is also due to the support and direction given by the Church's Missionary Department. Sherman Crump, Stephen Allen and Michael Hemmingway have been instrumental over the years in helping shape the spots to meet television viewers on the common ground of family love.
Because of the missionary department, said Brother Alsop, the Homefront series has been the rain that softens the ground for missionary discussions. "Homefront acts as the forerunner to the doctrinal message of the Church, helping to call out to investigators and those seeking more," he said.
ADDITIONAL INFORMATION
Broadcaster comments
"They are some of my favorites. They always have a good message. You can't go wrong with them."
WHSP-TV, Newfield, N.J.
"Yours are the only PSAs that we air because they are so professional and have excellent quality. Just keep us on your list."
WEBU-TV, Webb, Mass.
"They are meaningful spots. Really hit home here for the people in the Midwest."
KTVO-TV, Kirksville, Mo.
