Fallon's 'Fish' Nets Emmy for PBS

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A fish escapes the ordinary.
Saturday in Los Angeles, Fallon/Minneapolis and PBS were awarded this year's Emmy in the category of Outstanding Commercial. The award -- presented for "Fish," the story of a goldfish who finds freedom as shot by Y Tu Mamá También director Alfonso Cuaron via Independent Media -- is the second in three years for PBS and Fallon, which teamed on the 2001 Emmy-winner, "Photobooth," from @radical.media director Errol Morris.

This year, the winner topped a list of nominees that included: Visa "Sheens," from BBDO/New York and Hungry Man director Allen Coulter; Pepsi Twist "Osbournes," from BBDO/New York and Hungry Man's Bryan Buckley; Nike "Angry Chicken," the Gold Lion winner from Wieden + Kennedy and Traktor; and Volkswagen "Squares" from Arnold Worldwide and Anonymous Content director Malcolm Venville.

The win comes as PBS and Fallon begin rolling out the second season of the "Be More" campaign, which will feature spots directed by Shine director Scott Hicks and The Red Violin helmer François Girard, both via Independent Media.

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