In this parody infomercial that initially looks like it’s being played out for laughs, the ultimate punch line is most surprising. Indeed, punch lines are most effective when they’re unexpected. But in this case, the surprise takes on an extra dimension in that the wow finish isn’t comedic. Instead, the punch line conveys a profoundly serious message.
We open on a happy, applauding audience, stereotypical of your garden-variety infomercial. A smiling on-stage host/spokesperson is about to tell us about an amazing new product. First, he explains the need for the gizmo he’s about to hawk.
"Do you have trouble identifying people with mental illness?" he asks rhetorically. "Well, with my new product—the Wacko Wand—it’s easy."
Two people—a man and a woman—are seated on stage next to our Wacko Wand guru. He waves the gizmo over the head of the nearby guy. "Just one twirl," demonstrates the spokesman, "takes the guesswork out of discrimination." We see the meter on the Wacko Wand move into the red zone, offering conclusive proof that the gizmo-scanned guy has mental problems.
And what would an infomercial be without a testimonial from the audience? A man talks about the product in relation to how it helped him diagnose Steve, who’s seated next to him. "I never knew Steve had mental illness. But now with Wacko Wand, I avoid him at all costs. Thanks, Wacko Wand." Meanwhile, we see Steve with a perplexed look on his face.
A voiceover then intervenes, accompanying scenes in which different people register on the Wacko Wand as being "51 carders" (a.k.a, not playing with a full deck). "Great for landlords, work, family gatherings, even the gym," extols the voiceover. Shots of an employee at a computer workstation, a family member, the gym rat, and a landlord’s hand waving the wand past the front door of an apartment then appear simultaneously on the TV screen, which has been divided into quadrants. The split screen fits the cheesy infomercial genre.
Our smiling host then beams, "With Wacko Wand, discrimination is only a wave away." An obligatory shot of an approving studio audience concludes the quasi-infomercial.
A serious sounding voiceover is then heard, serving to break the mood. "The Wacko Wand isn’t real. But prejudice against people with mental illness is. Please learn more." A toll free phone number (1-800-446-7348) and a Web site address (wackowand.com) appear on screen. The end tag also identifies the sponsor: The Connecticut Department of Mental Health and Addiction Services.
Entitled "Gizmo," this PSA was directed by Brit McAdams from bicoastal Tool of North America for agency Mintz & Hoke, Avon, Conn.
The Mintz & Hoke team consisted of president/CEO Chris Knopf, VP/associate creative director/copywriter David Banta and VP/associate creative director/art director Su Strawderman, copywriter Jennifer Persechino and producer Susan Poor.
For Tool of North America, head of production was Amy Delossa, with David Marcellino producing. DP was Eddie Stephens.
Dave Smalheiser of 3 Fingered Louie, New York, was offline and online editor, as well as colorist, with Megan Brennan serving as assistant editor. Lynne Mannino produced for 3 Fingered Louie. Audio mixer was Glen Landrum via now defunct Lower East Side. (Landrum recently joined audio post shop Sound Lounge, New York.).
