A young man walks through double doors into a dark room. The commercial inquires “What if you could visit yourself in the future?” He steps into a spiral stairway and looks up through the center of the spiral. He opens an apartment door and there is an ape behind the door (Planet of the Apes style). New reels with apes and many historic events peopled by apes are quickly displayed in series. The commercial flashed back to the apartment door. The ape in the apartment takes off his mask and says “Wow, its ME!” Sounds of a party filter out from behind him. The old version of the man says “come in and meet my friends.” The AMF Pension logo is displayed with “more to live for.”
Credits
Agency: Foresman & Bodenfors, Stockholm Jacob Nelson, copywriter; Lotta Agerup, art director; Magnus Kennhead, producer; Anna Chantre, production manager; Leif Sorte, project manager Production Company: Social Club Jesper Ericstam, director; Magnus Theorin, producer; Carl Sundberg, DP Postproduction: Fireplace, Stockholm,Sto.pp Edward Negussie, colorist,Johan Boije, online editor Sound Design: Housework Martin Dahl, sound designer Audio: Housework Martin Dahl, audio post mixer
The Best Work You May Never See: Diamond, Director Mark Zibert “Finish It” For Terry Fox Foundation
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
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