MTV videos take look at Holocaust
‘People like us’ themes from Arnold
By Christine McConville
Monday, January 28, 2008

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It’s a typical rush hour and commuters are crammed into a subway car, when the train slams to a halt.

Suddenly, soldiers with dogs and machine guns order everyone off the train and into two huge lines on the platform.

“That could be the Green Line, and those people could be us,” said Roger Baldacci, an executive vice president at the Boston advertising agency Arnold Worldwide, and one of the creative minds behind the two new jarring videos about the Holocaust.

The 30-second spots use contemporary images and scenes to teach young people about the Holocaust, the state-sponsored persecution and murder of approximately six million Jews by the Nazi regime.

Between 1933 and 1945, the Nazi regime killed nearly two out of every three European Jews. Many were rounded up on city streets, and then shipped to concentration camps via train.

Unfortunately, Baldacci said, many of today’s youth don’t know about the Holocaust. So Arnold used an in-your-face, educational approach to let kids know about it.