Lewis Lazare: “Peace” is the central message in two new public service spots being released this month from Romani Bros./Chicago for Rotary International. The campaign tagline, as it was in an earlier campaign spotlighting Rotary’s efforts to eradicate polio, is “Humanity in Motion.”
The more arresting of the two new commercials is “Symbols,” a well-edited montage of unusual peace symbol imagery. A second spot called “Peace” features people from all over the world simply mouthing the word “peace” in their native tongues. Toward the end of the commercial, a voiceover announcer notes Rotary provides scholarships to students interested in promoting world peace.
Though the “Peace” spot looks as if it was shot in many different locales, Romani partner Bernie Pitzel said most of it was filmed within a two-block area in downtown Los Angeles. Ah, the magic of modern film making.
Rotary is a worldwide organization of business and professional leaders that provides humanitarian service, encourages high ethical standards in all vocations, and helps build goodwill and peace in the world. Approximately 1.2 million Rotarians belong to more than 31,000 Rotary clubs located in 167 countries.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.