This :30 opens on a medium shot of a typical teenager sitting on the couch in his home. He looks a little put out-and we can see why when we hear his dad’s voice. "Tim, it’s time you followed in your father’s trail of smoke."
The father is then seen pacing behind the couch. He is clad in red, white and blue tights, a sweeping cape and a bullet-shaped helmet. Behind him are photos and framed news clippings that span generations and depict the family’s time-honored profession. The father explains: "I’m a human cannonball. My father was a human cannonball. You’re great grandpa Gonzo was a human cannonball."
An announcer then interjects with some much needed intelligence: "Have higher career aspirations? … That means college. And if you need a loan, the South Carolina Student Loan Corporation can help. We’ve got 25 years of know-how. Sure, you’ll have to pay it back but not ’til you leave college. … South Carolina Student Loan Corporation. Making higher education affordable."
From the loan company’s supered logo and phone number, the spot cuts back to the kid on the couch, except he’s now decked out in the same ridiculous circus outfit that dear old dad is wearing. The youngster is simply shaking his head "no" in disbelief over his predicament.
The public service spot for the not-for-profit South Carolina Student Loan Corporation was conceived by Columbia, S.C.-headquartered agency Chernoff/ Silver. While the client is a 25-year-old company that has established relationships with financial aid officers at the state’s colleges and universities, it needed to connect better with parents, students and junior-high and high-school guidance counselors. Thus the need for an ad campaign, including this TV spot.
"The creative team took a dry topic and make it entertaining in a relevant way," said Chernoff/ Silver creative director Jeff Tobin. "We wanted to talk in a language that our audience could relate to. Using humor to communicate with high school and college students gets their attention while making them aware of our message that affordable loans are available."
Chernoff/Silver’s ensemble included Tobin, copywriter Trevor Baker, art directors Mike Bayly and Van Martin and producer Amy Gray.
The director/cameraman was Jeff Smith of Oasis Films in Pineville, N.C. He shot the spot in 16mm on location in Charlotte, N.C., and teamed with agency producer Gray to edit "Human Cannonball." Online editor was Bill Sibert of Take Ten Productions, Columbia. Colorist was Richard Parker of Crawford Communications, Atlanta.
-Millie Takaki
Jury Presidents Named For The One Show 2025
The One Club for Creativity has announced the global creatives from around the world who will serve as jury presidents for The One Show 2025.
These creatives will lead judging for each discipline, and have a vote on the work.
Confirmed One Show 2025 Jury presidents, by discipline, are as follows:
--Brand-Side/In-House: David Lee, CCO, Squarespace, New York
--Branded Entertainment: Malcolm Poynton, Global CCO, Cheil Worldwide, London
--Creative Use of Data, Creative Use of Technology: Nancy Crimi-Lamanna, CCO, FCB Canada, Toronto
--Cultural Driver: Bianca Guimaraes, partner, ECD, Mischief, New York
--Design: Liza Enebeis, creative director, partner, Studio Dumbar/DEPTยฎ, Rotterdam
--Direct Marketing: Vicki Maguire, CCO, Havas London
--Film & Video: Javier Campopiano, global CCO, McCann Worldgroup & McCann Global, Madrid
--Gaming: Taj Reid, global chief experience officer, US CCO, Edelman, New York
--Integrated, Experiential & Immersive: Chris Beresford-Hill, worldwide CCO, BBDO New York
--Fusion Pencil: Walter T. Geer III, CCO, Innovation North America, VML, New York
--Green Pencil: Barbara Humphries, ECD, The Monkeys, Sydney
--Health & Wellness, Pharma: Wendy Lund, chief client officer, WPP, New York
--IP & Product Design: Ronald Ng, global CCO, MRM, New York
--Moving Image Craft & Production: Irene Kugelmann, chief creative officer, DDB Group of Companies Germany, Berlin
--Music & Sound Craft: Joel Simon, CCO, JSM Music, New York
--Out of Home, Print & Promotional: Kainaz Karmakar, CCO, Ogilvy India, Mumbai
--Public Relations: Patricia รvila, regional director for Latin America, รgora, Sรฃo Paulo
--Radio... Read More