Jeff Gorman of Accomplice Media directed this spot for Boston car dealer Herb Chambers out of New York agency DeVito/Verdi.
The commercial opens on a man dragging a body to a car parked on a darkened suburban driveway. The man tries to stuff the body into the trunk, but parts keep flopping out, first a leg, then a hand, then a head. As the man continues to grunt and strain to stuff the corpse into the trunk, the voice-over explains that a purchaser of a pre-owned car from Herb Chambers can return it within five days for a full refund “no questions asked.” You can even return the vehicle if the trunk is too small.
Credits
Client Herb Chambers Automotive Agency DeVito/Verdi, New York. Sal DeVito, executive creative director; Rich Ostroff, writer; Mike Vitiello, art director; Karen Tomlin, sr. producer. Production Accomplice Media. Jeff Gorman, director; Mel Gragido, Jeff Snyder executive producers; Kourtney Gleason, producer; Joost Van Starrenburg, DP. Editorial Homestead, NY. Charly Bender, editor; Bryan Saunders, assistant editor; Audrey Goss, post producer. Post Color Collective, NY. Mike Howell, colorist. Audio The Sound Distillery, NY. Glenn Navia, mixer.
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
