1. TV Commercial Storyboard
Advertiser: <JetBlue Airways>
Agency: <Chris Cole>
Product: <JetBlue>
Title:<No Wonder Mom is Left>
Format: Television
Length: 15 second Spot
Slide Representing Video
Concept
Audio
DESCRIPTION OF SCENE:
HERE WE SEE A PILOT LEAVING FOR WORK. HE LIVES
IN AN AVERAGE HOUSE WITH A WHITE PICKET
FENCE. AS YOU WILL NOTE THE PILOT HAS NO ID
MARKS TO TIE HIM TO ANY SPECIFIC AIRLINE. YOU
CAN SEE IN THE BACKGROUND A CHILD IS STANDING
AT THE DOOR AS HE IS LEAVING.
NARRATION/DIALOGUE:
NONE
MUSIC/SOUND:
THE MUSIC IS SEMI-SERIOUS, SOMETHING YOU
MIGHT HEAR ON A COMMERCIAL ABOUT KIDS FOR
EXAMPLE. THE SOUNDS IN THE SCENE ARE OF BIRDS
CHIRPING, UNDER A SUNNY SKY AND THE SOUNDS
OF THE PILOT’S SHOES AS HE WALKS DOWN THE
STAIRS AND ACROSS THE SIDEWALK.

2. DESCRIPTION OF SCENE:
IN THIS SCENE WE SEE THE SON OF
THE PILOT STANDING ON THE
PORCH TALKING TO HIS FATHER AS
HE LEAVES.
NARRATION/DIALOGUE:
SON:” DAD WHEN I GROW UP I
WANT TO BE A PILOT JUST LIKE
YOU.”
MUSIC/SOUND:
THE MUSIC IS STILL SEMI-SERIOUS
WITH PIANOS AND SUCH. THE
BIRDS STILL CHIRP AND YOU CAN
HEAR A SMALL BREEZE.

3. DESCRIPTION OF SCENE:
THE PILOT/FATHER EXCITED ABOUT
THIS REVELATION, TURNS AROUND
AND PUTS DOWN HIS BRIEFCASE
AND KNEELS DOWN TO HIS SON’S
EYE LEVEL.
NARRATION/DIALOGUE:
NONE
MUSIC/SOUND:
THE MUSIC IS STILL SEMI-SERIOUS
WITH PIANOS AND SUCH. THE
BIRDS STILL CHIRP AND YOU CAN
HEAR A SMALL BREEZE. THE
SOUND OF A BRIEFCASE BEING SET
DOWN IS ALSO HEARD.

4. DESCRIPTION OF SCENE:
HERE WE SEE THE SON KICKING AT
THE ROCKY STEPS OF THE HOUSE.
THEN WE SEE A CLOSE UP OF THE
FATHER/PILOT WHO LOOKS AT THE
SON EXPLAINING TO HIM IT WILL
BE A LOT OF WORK. THE
NARRATION/DIALOGUE:
FATHER/PILOT: “YOU’LL HAVE TO
WORK HARD AT IT SON. GET GOOD
GRADES IN SCHOOL AND STAY OUT
OF TROUBLE.”
MUSIC/SOUND:
THE MUSIC IS STILL SEMI-SERIOUS
WITH PIANOS AND SUCH. THE
BIRDS STILL CHIRP AND YOU CAN
HEAR A SMALL BREEZE.

5. DESCRIPTION OF SCENE:
HERE WE GO BACK TO THE SON,
WHO IS NOW LOOKING AT HIS
FATHER VERY EXCITED AS HE
EXPLAINS ALL THE REASONS WHY
HE WANTS TO BECOME A JETBLUE
PILOT.
NARRATION/DIALOGUE:
SON: “I KNOW DAD, BUT NOT
EVERYONE GETS TO FLY FOR
JETBLUE. WITH THEIR BIG PLANES,
DIRECTV AND LEATHER SEATS.”
MUSIC/SOUND:
THE MUSIC IS STILL SEMI-SERIOUS
WITH PIANOS AND BUILDS UP TO A
CLIMAX. THE BIRDS STILL CHIRP
AND YOU CAN HEAR A SMALL
BREEZE.

6. DESCRIPTION OF SCENE:
NOW WE SEE THE FATHER/PILOT
AGAIN. THIS TIME WITH A
DISTRESSED LOOK ON HIS FACE. HE
STARTS TO GET BACK UP AND PICKS
UP HIS BRIEFCASE.
NARRATION/DIALOGUE:
FATHER/PILOT: “BUT SON, I DON’T
FLY FOR JETBLUE”
MUSIC/SOUND:
THE MUSIC IS STOPS AT THIS POINT
AS DOES EVERYTHING ELSE

7. DESCRIPTION OF SCENE:
THE SON, NOW VISIBLY UPSET
STEPS BACK ONTO THE PORCH.
HERE WE LEARN THAT THE
MOTHER HAS LEFT BECAUSE THE
FATHER/PILOT DOESN’T FLY FOR
JETBLUE. OF COURSE BY NOW WE
REALIZE THAT THIS IS NOT A
SERIOUS COMMERCIAL AT ALL.
NARRATION/DIALOGUE:
SON: (ANGRILY YELLING) “NO
WONDER MOM LEFT!”
MUSIC/SOUND:
WE HEAR THE STEPS OF THE SON
AS HE STOMPS OFF BACK INTO THE
HOUSE. THE DOOR OPENING AND
SLAMMING BEHIND HIM.

8. DESCRIPTION OF SCENE:
HERE IS THE “ONE THING” WITH
AN ANNOUNCER GIVING SOME OF
THE FEATURES AS THEY “FLY” BY IN
A MOVING GRAPHIC. THE SCENE
CUTS BACK TO THE FATHER/PILOT
WHO GESTURES WITH HIS HANDS
A “W” AND MOUTHS THE WORD
“WHATEVER” WHEN THE
ANNOUNCER READS THE TAG LINE.
NARRATION/DIALOGUE:
ANNOUNCER: “FLY JETBLUE AND
GET FIRST CLASS CUSTOMER
SERVICE. BOOK NOW AT
JETBLUE.COM…JETBLUE: FIRST
CLASS.”
MUSIC/SOUND:
THE MUSIC TURNS
CONTEMPORARY AS WE LEARN
THAT THIS IS A JOKE.

9. NOTE TO MARK
Hey Mark,
I thought I would explain my whole thinking behind this one. I
thought it would funny to turn what seems to be a serious
commercial into a funny piece. The whole “Dad I want to be just
like you when I grow up” idea is serious and touching. But when
the kid finds out his dad doesn’t really work for JetBlue is priceless
and adding that the mom left I thought was good. Perhaps I was
watching too much SNL or something but turning a sappy scene
into something funny I thought was great. And the fact that the
kid named all of the features from the brief as reasons why it would
be so fun to work for JetBlue I thought was a great way to work
them in from my brief.
Chris