Earlier this week, I got a bit choked up watching the Bulls. Not because Derrick Rose earned the MVP and demonstrated how resolve, commitment and character elevate your game as a human being… And not because the team bounced back from the lapses of Game 1, playing and passing smarter… No, I choked up a bit when this ad aired during the second quarter.
When you try to capture sentiment with film, you dance on a knife’s edge: push too hard and your idea dies the ignominious death of the maudlin. Hold back too much and your idea dies the flat, easily-forgotten death of non-commitment.
But when you get sentiment right, when you truly capture all the emotional heft of a parent’s dreams for their child, when you weave the product into the narrative seamlessly and the music accentuates without overwhelming…well then you get something like this. Something wonderful like this.