The character in this video is named “Jimmy”, a monicker created from an ad that had been created the year before (we like to market to ourselves once in a while). The owner of the company LOVED the Jimmy character. To the point that no matter what concepts we came up with for TV spots the ultimate question we always got was ‘can we get more Jimmy in the spot’. So to acquiesce we came up with a visual concept that was nothing but Jimmy.
Jimmy, as a character, is built from a mix of Denise the Menace curiosity and pure excitement. We figured he was the kind of kid that would disassemble random household electronics to create something new, or get really into magic tricks that he could impress his friends with. Jimmy the Magician fit better with the ‘pure excitement’ part of his personality. So the owner got lots of Jimmy, the marketing department got a spot that featured a ton of vacation footage, and we got to move on to other concepts…with less Jimmy.
This kid in real life, is fantastic to work with. He can turn on that smile and personality instantaneously.