American Inventor, Episode 13: Déjà vu All Over Again

The show opens with the excitement of another close-up of the million in cash for the winner, and a studio audience filled with excited fans. Then there’s a series of quick cuts to the also-rans, many of whom are by now familiar: the grizzled cowboy with the food and flea smoker, the Naughty Knot model, plus the most frenetic and energetic of stupid human tricks – most of which we can’t figure out as they flash by too fast. But we’re tuned it to see the build-up for the Results Show, and sit through the rehash ‘cause we’re loyal to our favorite inventors. We wouldn’t want to feel guilty to find out our guy didn’t make it cause we snuck out of the first game of the doubleheader.

First up is Erik Thompson, introduced by his mentor Ed as a great father who has provided a wonderful life for his family and somebody who gives America the chance to see a regular guy who’s persevered to make it happen. Ed stresses that Erik’s invention is truly original and not an adaptation of another idea.

Then we follow the inventor to the ad agency and production studio to witness the making of the 30-second commercial for The Catch. The creative team pitches two storyboards: an anthropological approach and a “great hands” concept. Then the search is on for actors who can portray athletes, and apparently in Hollywood, jocks are few and far between. The ever-resourceful Erik suggests football players who are found at a nearby junior college. The Cougars look the part, but actors they are not. Erik’s discouragement is summed up, “actors are not athletes, and athletes are not actors.”

Tonight we’re grateful to see the TV spot in its entirety as last week, the snippet screened made no sense. This time, the football player’s substitution of his own hand with the robo-version is clear when the tag line asks, “Why do that when you can train with The Catch?” Now we get it, but are wondering why the incomplete ad was aired last week when, without the ending, it was impossible to understand.

Again the judges have essentially the same feedback for Erik’s commercial. Mary Lou says the product is better than the ad, Doug points out that the message involves the sale of new hands, and Peter is turned off by the image of a detachable hand. Ed diplomatically chooses not to provide feedback on his guy’s commercial, but instead goes into cheerleader mode for Erik, extolling him as a hardworking guy who’s overcome a business foreclosure and a personal bankruptcy.

Mary Lou then sings the praises of her inventor, Francisco Patino. She admits to being taken by surprise when people said, “Oh, you have the kid with the bike.” Mary Lou springs to Francisco’s defense, saying he’s the one with a cooler, more fun, and safer bike, and is a man who cracked the $20 billion dollar global bike industry. She is very confident that Francisco’s D-Tract 2x2 innovation can have its own place in that huge market. Furthermore, she claims that he stands for the future.

Francisco has his shot with the ad agency that pitches a too-young storyboard aimed at middle-schoolers, but then offers a more interesting mutation concept. The teen goes with the special effects idea and makes it clear he wants it to be filmed in an ominous place. A night-time shot is too expensive, but the inventor asserts himself with the director, “Listen to me, I want it dark and mysterious.” There’s drama on the set as the shoot runs so long traffic is blocked and cops are on the scene.

They head back to the studio, where we all get to see the complete commercial. Doug thinks it’s too much Hollywood dream and not enough about the bike. Peter likes the Terminator feel, and the virtual display of the bike’s features. Ed points out that the kid should’ve mutated first, then there would be a reason for the two-seater customization.

Next, Peter speaks up for his inventor Ed, and once again says that Word Ace has the potential to be in every home in America. Peter visits at the Halls’ Chicago home and impresses the whole family with his investment in Ed’s win, promising, “Anything I can do, well… it has to be legal.”

Back in the studio, as the inventor re-states the aim to bring friends and families together and the board game’s ability to increase literacy, there’s a light moment between Matt Gallant and the inventor. The host asks the finalist, “How does it feel, Ed?” The answer, “You wish you knew, right?”

Then it’s off to the ad agency for Ed’s opportunity to work with the pros on his 30-second commercial. There are two concepts, both of which Ed turns down. The inventor goes straight to the production company with his own idea and jokes about serving as copy writer, art director, and producer. The shoot is nerve-wracking as the inventor changes the script at the last minute. We feel for the adolescent actress who’s thrown this curve ball, and things get tense on the set.

Back before the studio audience, Ed again bests the host, who asks to see “your commercial.” Ed makes it very clear that this is a collaborative effort and as such, it is our commercial. The judges are collectively wowed and so are we in the audience. This is, so far, the night’s winning TV spot. Ed says it engages and even encourages viewers to participate. Mary Lou adds, “You nailed it: benefit, target, and sale.” Doug and Peter agree the spot is outstanding, and the Brit says, “You made America want to buy Word Ace. If they want to buy it, they’ll vote for it.”

Doug introduces his inventor among the final four, Janusz, whose innovative child safety seat, he says, “genuinely has the potential to save lives.” The judge’s advice as to how to construct the ad: “Why should I care, What’s in it for me, and Does it work?”

Janusz’ visit to the ad agency results in a veto of their concepts, so he proceeds with his own idea. The inventor wants to show a rollover accident, an open door, and a safe baby inside. Next is the audition for the perfect toddler, and we get to see numerous potential infant stars. Janusz chooses the happiest tot in the try-outs, but on set, the baby is frightened and overwhelmed, and is, naturally, crying her head off. Then the weather turns nasty, and the thunder and lightning isn’t helping the baby feel any safer.

As we’re wondering if Janusz ever got his shot of a happy baby, we’re back in the studio with the inventor inviting us to see his ad, asking, “Open your heart, this is for you.” The commercial is very effective, except as Ed points out, we never get to see the seat rotate or even swing – but the baby is smiling. Peter says the ad is great, but he has reservations about the prototype. Mary Lou says that the message taps into every mother’s heart and provides a solution for safety. Doug is impressed, and then Mr. Know-it-all makes a startling admission. He confesses that, as a result of his improper installation of a car seat, his daughter Kristin went flying after an impact accident. He says Janusz’ ad captured the moment and delivered the benefit.

It’s time for the inventors to make their appeals directly to the public, who will choose the million-dollar winner from among the final four. Erik reminds everybody that he represents the blue collar worker, the single mom, and the middle class couple. His appeal is direct, “I need you.” Francisco once again cites his passion, drive, and fire, and asks, “Vote for me, please.” Ed Hall reprises his promise to bring together friends and families with Word Ace, and Janusz reminds voters that children’s lives are gifts every day, and asks that the audience help him make the invention happen.

Even though we’re annoyed at so much repetition from last week (especially pitches for votes when the call-in lines are closed by now, having been open last week), we’re still invested in our favorites and will, of course stay tuned for the Results Show.

Mary Hart is a college professor and newspaper columnist enamored of the popular culture context of Reality TV. You can e-mail her at mhart12@mscd.edu.

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