Time for the dreaded trip to the Department of Motor Vehicles (DMV). That in and of itself has comedic potential, but when you add having to get your driver’s license picture taken, the prospects for laughs—albeit at your expense—increase exponentially. At the same time, however, this spot, titled "Beautiful People," has an extra dimension in that it promotes a serious subject: organ donation.
People generally don’t like their driver’s license photos—and from this spot, we can see why. A slightly sadistic DMV photographer has the knack for snapping the shot just as the subject is giving an unflattering pose. One woman is caught adjusting her hair, another guy is immortalized with a goofy grin, and several people are shown blinking or wearing stupid facial expressions.
After witnessing a rapid-fire succession of these poses gone awry—and the DMV photographer getting his jollies in the process—a voiceover and supers intervene with a productive thought, pointing out that a Minnesota driver’s license can be more than an unflattering picture on a card. A donor designation can also grace the license.
"Next time you’re at the DMV, let your license bring out your best side," advises the voiceover. "Because when you’re an organ donor, your license always looks great, regardless of the picture." The tag, also conveyed by the voiceover, reads, "Donate Life. Be An Organ Donor."
The concept for "Beautiful People" topped a field of strong entries to win in the annual Kangaroo Project competition. The spot was conceived by Brian Hurley, who recently embarked on his agency career, landing a presentation designer role at Martin/Williams Advertising, Minneapolis.
Hurley’s winning concept triggered yet another competition for who would direct the project. Assorted directors submitted their treatments for the job. Ultimately, the winner was Josh Thacker, an editor at Fischer Edit, Minneapolis. Thacker made his spot helming debut on "Beautiful People," which also employed a crew consisting of established professionals and Joeys—apprentices who are brought in so that they can learn about the business and gain on-the-job training and mentoring.
As chronicled in SHOOT, the Kangaroo Project is sponsored by the Sean Francis Foundation. This is the second year of the Kangaroo competitions, which are designed for mentoring promising creative and filmmaking talent via the production of worthwhile public service ad work that is guaranteed airtime. For "Beautiful People," the Fairview University Transplant Center, Minneapolis, has committed to running the spot for TV/cable audiences. The Transplant Center regards the ad as a cornerstone of a campaign that will help promote its Transplant Games, in which people who have undergone transplants, as well as organ donors from around the world, gather to compete in different athletic events. Held every two years in different global venues, the next Transplant Games are scheduled for July 2004 in Minneapolis.
The spot was executive produced by Kirk Hokanson, owner/ president of Voodoo Films, Minneapolis, and produced by Julie Hartley. A veteran producer and production manager, Hartley teamed with several members of Minnesota’s production community, including Hokanson, to form the Sean Francis Foundation, named after her 20-year-old son who died in a motorcycle accident in ’00. From the Sean Francis Foundation sprung the Kangaroo Project in ’02, and the decision to create a motorcycle safety PSA that first year.
"Beautiful People" was shot by DP Andrew Carranza. First assistant director was Matt Center. Hurley served as creative director and art director on the spot. Copywriter was DJ Rippl.
Brian Slater and Mark Youngren of Fischer Edit were offline and online editor, respectively. Nick Hansen of Fischer Edit was 3-D artist, with Kathy Yerich serving as post producer for the company. Colorist was Oscar Oboza of Hi-Wire, Minneapolis. Sound designer/audio mixer was Daron Walker of Modern Music, Minneapolis. Rick Meyer and Jeff Victor were the composers at Modern Music, and Jess Ford was the producer.
