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Making "Love"
During break in the filming of "Love," All McGraw (above) visits with other celebrities while David Susskind (below) conducts impromptu interview.
A 10-minute film on the making of the commercial "Love" may generate as much attention as the commercial itself.
Doug McClure and Henry Fonda chat during shooting break.
Last December 7, one of the most ambitious spectaculars in the history of television comercials was filmed at MPO studios in New York for The Urban Coalition, a private nonprofit corporation seeking better jobs, educational opportunities, housing, health services and a better life for residents of the inner cities.
A group of over 200 of some of the best known people in America from government, private industry and the entertainment world took part in a 2-minute "commercial" designed to reverse the forces of divisiveness and anger in America and foster constructive attitudes toward people and the problems of the cities.
The basically simple idea was dreamed up by Arthur X. Tuohy, Vice President of Ketchum, McLeod & Grove, volunteer agency for the Urban Coalition, through the Advertising Council. It was designed to show this large crowd of celebrities of all races and religious persuasions singing "Let the Sun Shine In" from Hciir, while the screen carried but one line of copy, "Love — it comes in all colors."
The commercial, now informally titled Love, has been seen on all major networks and almost all TV stations throughout the country this year. It has received applause from
all sectors of media, as well as several awards as an outstanding public service commercial of the year.
As plans for filming the commercial progressed, the idea seemed just too good to be confined within the walls of one TV commercial. So, MPO and The Urban Coalition decided to make a film about the making of the commercial • — in other words. Making Love, as the tenminute film is called. While it incorporates most of the commercial, itself. Making Love is mainly a chronological account of how the deeply moving TV spot came about, and how the complex mechanics of putting such a major project together were accomplished.
Two MPO crews, under cameramen Lloyd Ritter and Juliana Wang, shot 1 2,000 feet of color film covering the day-long filming session, and the preceding day's rehearsals, while Bea Conetta performed a masterful editing job in putting all the bits and pieces together. Art Tuohy, Executive Producer, and Finbar Harvey, director for MPO. deserve accolades for organizing and directing.
Making Love will be seen on television and in theatres on behalf of The Urban Coalition. Its premiere performance was held at the New York Film Festival at Lincoln Center, September 13.
In what has to be one of the greatest assemblages of talent in recent years, stars gathered at MPO studios last December for filming of TV commercial "Love."
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