Franco and Zimbardo cite the story of Jabar Gibson, who was hailed as a hero after he drove 70 people to safety from the flooding caused by Hurricane Katrina, commandeering an abandoned school bus.
For the March Madness television coverage, the company not only released more ads in the same formula, but created a new set, where NBA greats Magic Johnson, Larry Bird, Kareem Abdul-Jabar and Bill Russell take the role of the kids.