Filmmaker Unashamed to Promote Positivism

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Byline: Kat Zeman Daily Herald Staff Writer

He's been told his films are too sweet for America.

A film festival rejected his new movie -"Uncle Nino," now playing at Marcus Cinema in Addison - because it lacks darkness and edge.

But Bob Shallcross doesn't care. The writer-director has carved out a career making movies and commercials that focus on family values and the lighter side of life.

"I'm a glass-half-full kind of guy," said the Roselle native who now lives in Woodstock. "I'm a big promoter of positive things."

Shallcross, a 1976 graduate of Lake Park High School and one of its hall-of-famers, spoke to film students at the school Tuesday.

He's known for his award-winning commercial work for McDonald's and Hallmark and the successful advertising campaign "Beef. It's what's for dinner."

It was one of his McDonald's commercials that helped launch his movie career in the early '90s. Director Steven Spielberg contacted Shallcross after seeing the burger giant's commercial featuring children playing football.

The famous director asked Shallcross to write a film based on the concept. The conversation produced his first movie, "Little Giants. …