Pierce Brosnan Stars in 'Mr. President,' a PSA for SaveTheWhalesNow.org

Share Article

PSA Breaks Nationally on "Face the Nation," Co-Produced by Beef Films and Keely Shaye Brosnan, with Post Production by Chop House Edit

News Image
"There is no moral, scientific, or economic justification for slaughtering whales." Pierce Brosnan

"Is it possible that the Obama Administration will capitulate to a proposed plan that permits Japan, Norway, and Iceland to resume commercial whaling? As unlikely as it sounds, the answer is yes." On Earth Day, actor and lifelong environmentalist Pierce Brosnan joined IFAW President Fred O'Regan in penning an op-ed piece that challenged the Obama Administration to withdraw its support for a dangerous new proposal to overturn the global ban on whaling. Now, Brosnan addresses this question in "Mr. President," a co-production between Beef Films and environmental advocate Keely Shaye Brosnan in a ground-breaking PSA.

Brosnan calls on the Commander-in-Chief to stay true to his 2008 pledge to "ensure the U.S. provides leadership in enforcing wildlife protection agreements, including strengthening the international ban on commercial whaling."

Directed by Pascal Franchot, the PSA breaks this morning during CBS' "Face the Nation" and implores viewers to visit SaveTheWhalesNow.org - where they can sign an online petition - and to call the White House. The campaign is spearheaded by award winning journalist, author, and television correspondent/producer Keely Shaye Brosnan, who developed the concept and assembled a coalition comprised of The Humane Society of the United States, NRDC (Natural Resources Defense Council), and IFAW (International Fund for Animal Welfare). “Whales are not just a commodity," she said. "They are an integral part of our ecosystem.”

Pierce Brosnan is the global whale spokesperson for IFAW, and Franchot has been involved with the group for the past eight years. He directed the Leonardo DiCaprio and Charlize Theron PSA’s for the organization; Theron appeared in a spot focused on an oil spill in South Africa affecting penguins, while DiCaprio promoted elephant conservation at the Meru National Park in Kenya. Franchot was attending IFAW's elephant ivory trade band conference last month when he was approached about the SaveTheWhalesNow campaign.

"As a director, there is nothing more rewarding than being able to participate in a campaign that will cause a positive change in the world today," said Franchot. The project, which was produced pro bono, boasts a score by GRAMMY winner Peter Kater. It was shot on RED, and posted at Beef Films' partner company Chop House Edit. "Part of our mission was to deliver a beautiful, provocative piece that will turn heads and influence people and ultimately our environment's health and vitality," said Partner/Artist Stephen Hens. "On the technical side, our RED workflow allowed for a flexible and custom finishing path, which was especially important given the urgency of the project (the whaling proposal will be voted on this month)."

"As a young company, we've been eager to embrace unique opportunities," said Partner/Executive Producer Ashley Adams. In addition to "Mr. President," Adams recently executive produced the innovative "Nothing" campaign for Food Bank, along with several digital and traditional projects. "In this case, there was a bold, important message backed by Keely and Pierce's tenacious spirit."

That "tenacious spirit" has resulted in a powerful call to action that is certain to raise the ire of the Obama Administration.

"There is no moral, scientific, or economic justification for slaughtering whales," said Brosnan, who is not dissuaded by the PSA's potential for controversy. He and Keely have long contributed their time and talent to support numerous environmental causes such as marine mammal and wetland protection, and anti-nuclear, clean air and clean water campaigns. They engaged in a long term campaign with the NRDC to challenge the United States Navy's deployment of a new sonar system in over 75% of the world's oceans, citing scientific evidence that low-mid and high frequency sonar poses a grave threat to whales, dolphins, seals, and other marine mammals. For over a decade, they have lobbied against legislation designed to weaken federal standards for labeling canned tuna "Dolphin Safe." In 1997, Green Cross International President Mikhail Gorbachev presented Pierce with an Environmental Leadership Award, citing him as "a truly committed leader whose bold actions and clever voice have been instrumental in marine mammal protection, as well as that of fragile ecosystems." They worked with the NRDC and IFAW to stop a proposed salt factory from being built at Laguna San Ignacio on Mexico's Baja California peninsula. Their unprecedented victory prevented the destruction of the least disturbed breeding ground for the Pacific gray whale. And most recently they led the coalition to stop a proposed LNG terminal from being built off the coast of Oxnard and Malibu in a designated marine sanctuary.

Pierce and Keely Brosnan have emerged as respected and passionate activists addressing any number of issues in an effort to protect the planet and the species that inhabit it. The Jane Goodall Institute, Environmental Media Association and Women In Film have honored them with humanitarian awards, while Heal the Bay, Oceana, NRDC, Earth Communications Office, In Defense of Animals and others have honored them for their ongoing commitment to environmental issues.

Client: SaveTheWhalesNow.org

Title: "Mr. President" :60

First Airdate: June 6, 2010

Production Company: Beef Films
EP: Ashley Adams
Director: Pascal Franchot
Producer: John Malina
Producer: Keely Shaye Brosnan
DP: Florian Stadler
Talent: Pierce Brosnan

Editorial Company: Chop House Edit
EP: Ashley Adams
Artist: Stephen Hens
Editor Jaime Arze

Music: Peter Kater

Stock Footage: Getty Images, Sea Shephard Conservation Society

Shoot Location: Malibu, CA

# # #

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Hesh Rephun

310.858.8074
Email >
Visit website