Television
Moving pictures should move people.

They should move them right to your institution. See if we pass the Tug Test. Does the spot make a kid tug at his parent’s arm and say, “I want to see that!”? Or does it tug at the heart and make Mom say, “Let’s go to this.”? Does it connect? Does it captivate and entertain? Does it reflect and capture the essence of the animal or exhibit or experience? Does it make you smile? Does it have an emotional appeal – whether funny or sad or dramatic. Does it make you want to see it again?