Fallon Launches New PBS Campaign

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PBS: A recital gets out of hand.
Two years after launching the acclaimed "Stay Curious" campaign for PBS, Fallon/Minneapolis has created a new branding effort for the television network -- this time encouraging viewers to "Be More." For the campaign, which began airing on PBS stations last week, the agency recruited the talents of features directors Francois Girard (The Red Violin) and Alfonso Cuaron (Y Tu Mama Tambien).

Both of Girard's spots focus on music. In one, a blocked composer gains inspiration from birds perched on telephone wires, while in the other a chamber orchestra gets a little out of control -- a setup for the tag: "Be More Passionate."

Cuaron's spots, which are forthcoming, feature a goldfish that manages to escape from its bowl and a modern retelling of The Emperor's New Clothes.

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