KEY POINTS:
Characters in television commercials can take on a life on their own: ASB's Ira Goldstein, the old men from the Mainland Cheese ads and even the Toyota "Bugger" dog are virtually New Zealand icons.
Now Auckland actor Peter Feeney hopes one of his commercial alter egos, Beau Tyler from the Tip Top Memphis Meltdown ads, has enough appeal to break out of the box.
Feeney has created a 60-minute comedy, A Night with Beau Tyler, starring the fictional self-help guru.
In the live version, audiences are invited to attend a real-time Beau Tyler Motivational Workshop. Although the show satirises the self-help industry, Feeney hopes audiences leave motivated.
He wants them to look beyond the laughs and question the role of self-help swamis in buttressing the "toxic values" of modern-day capitalism. He says we need to consider whether quick-fix solutions and "think yourself happy, well and/or wealthy" mantras benefit society.
But Feeney admits the messages are seductive. Having immersed himself in self-help books, tapes and videos for research purposes, he says he was tempted by the "dark side".
"I was listening to Antony Robbins and, at one point, thinking, 'he actually makes a lot of sense'.
"I thought, 'I'm in trouble here' because I'm meant to be satirising the industry and if I agree with what's being said, how can I do that?
"Then I thought, 'come on, we're human beings and our lives are not problems to be solved or fitted in around 10-point plans and success diaries'.
"Ultimately, this type of approach does not address the real problems that people face in their day to day lives. It just encourages dissatisfaction and that's where Robbins lost me because goals shouldn't be powered by dissatisfaction alone.
"We should be learning contentment and striving to be grateful and appreciative of what we do have."
Given that A Night with Beau Tyler critiques contemporary capitalism, it seems an odd choice to use a character from a television commercial to make a statement about our consumer society.
But as Feeney points out, theatre, unlike the international self-help industry, isn't exactly a multimillion-dollar business.
"I decided I wanted to do a show to make a statement about the self-help industry but it's tough to do theatre and you have to think about how you're going to make it work financially.
"I thought if I use Beau Tyler, then Tip Top might be interested in sponsoring and they thought it was a good idea."
He acknowledges possible conflict between creative and corporate goals but says he and director Greg Cooper have tried to take a "big picture" view and do so with a generous helping of humour.
That the character originally "made for TV" just might attract a wider audience is in keeping with Feeney's wish to make theatre more accessible. Last year, he toured the play Milo's Wake around New Zealand, performing at a mix of venues including the Dog's Bollix bar in central Auckland.
"Theatre is an elite art form; if you have a message you want it to reach as many people as you can so you need to take it to the people."
Not that he's about to get all preachy. He wants people to have a laugh, a good night out at a show.
"I'm just someone trying to make a living out of the only thing I know how to do to; I'm not trying to save the world or anything."
Performance
* What: A Night with Beau Tyler
* Where: Classic Comedy Bar and Club
* When: November 2-18, previews from tonight
