PITTSBURGH (KDKA) — It may be the most famous anti-littering spot ever. It was produced for television in the early ’70s, and ends with a Native American shedding a tear.
But the star this time is dressed in black and gold. In a spot now airing on KDKA, actor Kevin Brown plays a Steeler fan dismayed by the rubbish strewn in his path. And yes, it brings a tear to his eye.
“One of the things that was most important about making this spot a success was actually celebrating the beauty of Pittsburgh,” says Paul Fireman, President of Fireman Creative. His videographers matched the finer points of Pittsburgh with the ugliness some leave behind.
“If we can get everyone to see the beauty and then see the juxtaposition between all of his trash, we can get people to start picking it up,” he says. “Actually, more importantly, stop dropping it.”
His crew brought litter along in case they couldn’t find any. Sad to say, they didn’t need it.
Local PRC director Justin Stockdale came up with the idea for a Pittsburgh version of that timeless message of decades past.
“I saw that ad repeatedly and repeatedly and repeatedly as a child,” He says, “and I wonder, did that influence me in my career path? And so we were trying to find a way to bring this message home to Pittsburgh.”
Paul Fireman sums it up: “Pittsburgh, don’t be a litterbug.”
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