We open on two small feet at the edge of a swimming pool. The camera then reveals that those feet belong to a little girl, as an adult instructor in the water beckons her to jump into the pool.
The swimming instructor is patient as the girl deliberates, hesitates nervously, holds her nose as if she’s about to dive in only to back off again. She shoots a glance to some other kids who are already in the pool and having lots of fun. Still, for the moment, the girl seems content to just stand poolside and bide her time.
A supered message reads, "When she jumps is up to her." Another super follows: "Where she lands is up to all of us."
As we see the girl’s reflection, a logo for the Herbert Hoover Boys and Girls Club in St. Louis appears. A voiceover intervenes as a phone number—(314) 652-8300—comes up on screen: "Call today to make a donation to our campaign for kids."
This :30 is part of a three-spot fundraising campaign for the Herbert Hoover Boys and Girls Club, which provides kids from disadvantaged areas with a positive place to learn, play and grow. The other two ads are called "Your Money" and "Story." The commercials were co-directed by Jim Fortune and Bob Harris of St. Louis agency Waylon Ad.
The Waylon team consisted of agency president Jim Palumbo, creative director Kipp Monroe, senior art director Fortune and copywriter Harris. Freelancer Michael Windler produced for the agency.
"Jump" artisans from Technisonic, St. Louis, included DP Tom Newcomb, editor Scott Huegerich, audio engineer Brad Brueggeman and project coordinator Mark McAlevey. The work was shot on HD video.
Local TV stations in St. Louis, as well as Charter Cable, have run the spots at no charge. Additionally, the St. Louis Cardinals and St. Louis Blues have agreed to run the public service messages during their telecasts.
