You've followed the link!  Good to see you again...

So, in terms of story, I think you’ve tapped into something key with the fact that Heelys are the ONLY wheeled shoe on the market, and the first idea which sprang to mind plays with that concept...

Perhaps our spot tells the tragic tale of the ONE PARENT on the block who refuses to buy the brand name product for his daughter, but who is determined to outfit the poor girl in a wheeled shoe of his own creation.

This duct-tape and blow-torch wielding DIY dad is convinced he can make the wheeled shoes his daughter wants, but as his failed experiments pile up and his daughter’s patience wears thin, he’s tortured by sight of the neighbor’s carefree Heelys-clad lifestyle.

It's a rough framework for an idea that needs to be fully fleshed out, but there a million options here.

Let's work up something awesome together.