Sometimes the humor—or angst—in a situation comes from us knowing something is going to happen before it actually does. The punch line doesn’t come as a surprise, but it’s still effective. That’s the cleverly deployed dynamic in this subtly comedic spot, which makes a serious point regarding health care for advertiser Blue Cross/Blue Shield of Minnesota.
This :30 opens on a group of kids having a grand old time on a backyard trampoline, bouncing up and down to their hearts’ content. The giggling and banter among the youngsters seems to warm the heart of a nearby observer—an elderly man sitting comfortably in a chair.
The kids invite "grandpa" to join them on the trampoline. They holler, "Do a flip." Clearly, the old guy should know better—but in a fleeting weak moment, images of his youth dance through his mind and he begins to get up off his seat, an act that is a struggle in and of itself. He appears to have an aching back and is anything but spry for his age. His gait is unsure as he makes his way toward the trampoline. There’s no doubt that a mishap is imminent.
Mercifully, we’re spared that sight as the spot cuts to the tagline, "Life Happens. We’re There When It Does."
"Trampoline" was directed by Joe Public (Adam Cameron and Simon Cole) of bicoastal Headquarters for agency Carmichael Lynch, Minneapolis.
Joe Public’s support team at Headquarters included executive producer Scott Flor and producer Paul Ure. The DP was Jo Molitoris.
Carmichael Lynch’s creative ensemble consisted of creative director Bob Green, copywriter Glen Wachowiak, art director Dave Schad and producer Jenny David.
The spot was cut by Meg Kubicka of The Whitehouse, Santa Monica. Kubicka also served as sound designer. Assistant editor was Joe Rounseville. Sue Dawson was executive producer for The Whitehouse.
Colorist was Clark Muller and the online editor was Vikki North, both of R!OT, Santa Monica. Audio mixer was Stephen Dickson of POP Sound, Santa Monica, with Jeff Britt serving as assistant mixer.
