On one level, this is the story of a teacher gone “bad.” On another, more important plane, it’s a teacher who proves that you don’t need to be famous to do good via the Make-A-Wish Foundation, a charitable organization that grants the wishes of children with life-threatening medical conditions.
The spot opens in a classroom where a voiceover introduces us to high school teacher Stuart Snodgrass, “a good guy who became a bad guy.” The reason for this transformation was a young boy named Michael who told the Make-A-Wish Foundation that he wanted to be a super hero. Snodgrass figured that every super hero needs a super evil arch enemy. So the teacher was quick to oblige.
We’re then taken to a city hall-like setting where a TV news reporter tells us of a dire situation that’s unfolding. The reporter issues a plea during the broadcast, “If you can hear me Beetle Boy, we need you.”
A news copter hovers overhead as pandemonium has broken out with the appearance of a garbed super villain, our Mr. Snodgrass, who’s about to detonate some TNT. Suddenly Michael, dressed as Beetle Boy, comes to the rescue, casting a net over Snodgrass, subduing him and saving the day.
A voiceover relates, “We all have the power to help children with life threatening conditions.” The mayor then thanks Beetle Boy to the applause of the citizenry who were first-hand witnesses to the heroics.
A cop standing next to the “captured” Snodgrass says, “Nice job,” to the teacher turned villain.
An end tag reminds us that we all have the power to grant a wish and invites viewers to “start your journey with Destination Joy at wish.org/tv.”
Inspired by true story Titled “Beetle Boy,” this PSA was based on a true story in Pittsburgh several years ago when teacher Snodgrass was inspired to become a super villain to make the super hero wish of a seriously ill child come true. Thankfully, that youngster is still alive today–too old to be cast as the boy in the spot so instead he appeared in the opening scene as a classroom extra. Cast as the villain was the actual teacher, Snodgrass.
Jerry Brown of Sticks + Stones, Los Angeles, who directed the PSA for The Kaplan Thaler Group, New York, explained, “We had to take certain liberties with the story to make this commercial. The original wish involved saving a damsel in distress tied to train tracks and keeping the city’s water supply from being tainted by a green goblin villain. That was largely impractical in a :30 or :60 in order to do full justice to the message. But the essence of the story–a person from a regular walk of life stepping up to the plate to help a child–was real. That spirit was reflected in the real TV newscast footage about the story that aired in Pittsburgh a few years back. The agency showed me that footage and my job was to be as true to that volunteer spirit as possible.”
Upon first seeing that news footage, Brown knew immediately that he wanted to take on this job. “What appealed to me most is what the story is NOT about,” related Brown. “It’s not the story of a celebrity or a famous athlete helping a terminally ill child. It doesn’t involve an extravagant, expensive trip. What it’s about is a kid’s fantasy brought to life by some very average, caring people–the teacher, the cops volunteering their time. The fact that regular people can make it happen is what’s so great about it–and that’s what viewers can connect with. Up until this project, my vision of the Make-A-Wish Foundation was taking kids to Disneyland or wishes that could only be granted by famous people.”
A giving production Brown noted that the production itself benefited from the giving spirit that is at the core of the Make-A-Wish Foundation. “I wanted a helicopter shot to show the scope of the event,” he said. “So our producer began making calls and doing what the Make-A-Wish people call, ‘getting the ask out’ and we ended up with not one helicopter but four.”
The spot was shot at Los Angeles’ City Hall by DP Peter Mackay. Marlon Staggs executive produced for Sticks + Stones, with Ree Whitford serving as line producer. The Kaplan Thaler Group creative team on “Beetle Boy” included creative director/copywriter John Murphy, creative director/art director Simon Hunt, director of creative services Gerry Killeen, director of broadcast Lisa Bifulco and producer Tim LeGallo. Editor was David Gioiella of Northern Lights Post, New York.
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