SANTA MONICA, CA, June 16, 2009 - Open on a delivery room, in the final throes of deep labor. The mother gives birth, and the doctor informs her that she is the proud parent of…a teenager. The tense exchange that follows perfectly illustrates the parent-teen dynamic, and the strength required to raise a child.

With “One Powerful Mother,” his new PSA for Partnership for a Drug-Free America via Martin Williams, iconic director James Gartner does not employ heavy-handed messaging about drug abuse. Rather, he uses his deft storytelling skills to fry bigger fish: the responsibility of the parent in steering their children in the right direction.

“Nowadays, we’re not parents anymore, we’re buddies,” Gartner explains. “There is no separation, and I think it’s really dangerous and irresponsible. We end up hurting our kids when we behave like that. ‘Because I said so’ is a valid answer for a parent, and it’s just not said enough anymore.”

Gartner says that his greatest hurdle with “One Powerful Mother” was the casting. “The concept is really terrific, it’s a fresh idea without being over the top,” the director says, “and from the moment I got the boards I loved it. Once I found the right actors to play the mother and son, it was smooth sailing.”

While the delivery room set-up is executed with the dead-on timing and precision expected from a director of Gartner’s stature, the spot helmer himself views the exchange between the teen boy and his mom and the PSA’s most critical element.

“When shooting something of this nature, the worst thing you can do is be too ambitious for the restraints you have,” says Gartner, whose eponymous production company produced the spot pro bono. “I work backwards, asking ‘What do I need for the payoff’ and working back from there. In this case, having this kid roll his eyes at his mother and having her answer back with an authority that impacts him was the payoff.”

Client: Partnership for a Drug-Free America
Spots Title(s): “One Powerful Mother - Birth”
First Air Date: week of June 15, 2009

Agency: Martin Williams
Chief Executive Director: Tom Moudry
Group Creative Director: Julie Kucinski, David Richardson
Director of Production: Stan Prinsen

Production Company: GARTNER
Director: James Gartner
DP: Tom Olgeirsson
EP(s): Don Block, Rich Carter, Elaine Behnken
Producer: Jane Thompson

Editorial: Arcade
Editor: Paul Martinez, Kim Bica
Editorial EP:Damian Stevens

Music: Beacon Street Studios
Producer: Andrea Lavezzoli

Shoot Location: Los Angeles