Directed by David Fincher and shot by Michael Owens, this PSA gained national attention due to its striking images and potent warning.
Tony McVey sets up his sculpture in front of the motion-control camera.
The sound of a heartbeat is heard. A human fetus fades up on the television screen in close-up and a voiceover begins: “Would you give a cigarette to your unborn child?” The camera pans and dollies back to reveal an entire fetus existing serenely in the womb of its mother. “You do every time you smoke when you’re pregnant.” At this point, the fetus slowly brings a lit cigarette to its lips and takes a puff, exhaling the smoke into the glowing placenta it lives in. And the voiceover finishes: “Pregnant mothers, please don’t smoke.”
The 30-second spot was produced for the American Cancer Society by a talented and relatively untapped group of San Francisco Bay area filmmakers, modelmakers, and computer specialists brought together by producer Joseph Vogt (Rick Springfield’s “Bop ’Till You Drop”). With a film and conceptual design education behind him, Vogt organized the majority of his film crew from the ranks of Industrial Light and Magic. It was with the abundant talents of these production people — director David Fincher, Midland Productions, and Monaco Labs — that Vogt brought life to a most creative and technically challenging public service announcement.
Director of photography Michael Owens at the Mitchell GC ready to shoot the prepped sculpture.
Jerry Angert, director of broadcasting with the American Cancer Society, described the ad as “one of the most powerful we have done… We considered the fact that it would be controversial and the networks might not show it, but counted on the local stations to take it.” And that’s exactly what transpired. NBC and CBS chose not to air the graphic spot while CNN (Turner Broadcasting), ABC and its affiliates and affiliates of NBC and CBS elected to show it.
CBS and NBC claim the spot is too graphic. An NBC spokeswoman cited “general taste considerations” as a deterrent to airing the spot. “It was the sight of the fetus that was especially shocking and we felt it was potentially offensive to our viewers,” she was quoted as saying. A CBS spokesman said the network agreed with the “importance of the intent of the message,” but said that the spot was “far too graphic for broadcast on CBS.” An ABC spokesman, however, said the message put forth by the spot was “important for pregnant mothers to understand.” The network felt that. while it was “different visually” from the usual fare viewed on TV, it contained no material that warranted its ban from the airwaves.
American Cinematographer, August 1985 cover
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