American Cinematographer - September 1992 - 26

children of all colors talk off the top of their

heads, finding their own words to describe
their

experiences with reading - experi¬
that might encourage others to read.
Among them are a woman of 58, now a
ences

devotee of literature, who hadn't been able
47; a child of six

to read before she turned

relating that he learned to read by "imag¬
ining in my head the real picture of it"; a city
councilman saying, "Books can make you
free. You can control a person who is illit¬
erate because they're as good as the infor¬
mation that you give them. Reading pro¬
vides you with the skill of thinking
just
thinking... just questioning... just asking
why-why." Boeing doesn't intend to sell
books, but viewers will see that the spot has
a valuable lesson in encouraging people to
...

read.
For the people at Tom's of
Maine, who make much of the fact that
their

products are made of natural ingredi¬
Henry and Ed McCabe, a top talent in
advertising, travelled the coast of Maine,
chatting with locals and recording their
unvarnished words with a Nagra. A fisher¬
man talking on the spur of the moment
about the natural yearning of every man for
ents,

the sea recalls, "I had a friend and he drove
to

Eastport and it took him two weeks

'cause every time he came to a right-hand
turn he took it towards the water. And he
said it was the most fascinating trip he ever
took in his life."
Our bouquet commercials put

It does

everything a little better
than its predecessor.
Which is saying a lot.

The new Cooke 18-100mm zoom is fast on its way to becoming the
industry standard. Not surprising, considering that it was patterned after
the Cooke 20-100mm zoom-perhaps cinematography's most widely
used lens.
If you've

been dying to own that lens, you'll kill for this one. Espe¬
cially for the 18mm focal length, certain to replace many a cinematog¬
rapher's favorite wide angle prime.
Some elements of the 18-100mm follow Cooke's tradition of optical
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you that each and every lens possesses identical image characteristics.
Tradition aside, Cooke takes a back seat to no one when it comes to
innovation. For the first time, a rear housing allows you to instantly snap
filters in and out... without shifting focus. While a built-in acoustic isola¬
tor reduces transmission of camera noise without resorting to unwieldy
add-ons.
Of course, Emmys, Clios and Oscars are all available options.
The Cooke 18-100mm zoom. It's much more than two millimeters
better than its

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(201) 746-4428
Fax (201) 746-2105
Cooke is
trademark of Rank
57

r |nc.
9

24

a

Taylor Hobson Limited.

people directly in touch with one another.
They do with film what a gospel singer in
our Boeing spots said of books: "They make
the world a better place in which to live."
But if you were to ask me what,
in the best of all possible worlds, would be
better for 30 or 60 seconds of film, I'd
be back in Moscow on the escalator with
Susan or Henry, Aaton in hand, catching
that romantic chance encounter, that bou¬
even

quet in flight. Filming what seems to come
out of nowhere is the poetry of real life -
no

purpose, no

explanation, no products, no

service, nothing to sell. Those moments are
true to life because

they are life itself.
shown without a
sponsor? Absolutely not. They are not what
could be called news or entertainment; they
are life. And nowhere, not even on PBS, is
there a programmer who could find a "slot"
Would such spots get

for them.

A
American Cinematographer - September 1992

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