Will and Chuck are police officers ready to spring into action when they get called to chase down a couple of suspects. Enthused, they jump into their police car only to have to spend an inordinate amount of time adjusting the vehicle’s settings including the positioning of the driver’s seat, mirrors, etc. As a result, the thrilling pursuit of bad guys never comes to pass.
If only they had a SKODA, the automobile with a built-in “key” feature. The "key" stores driver settings, meaning that in the case of our eager cops, they could have been ready to roll on a moment’s notice.
With a Hollywood cops-and-robbers movie feel, this humorous SKODA spot came out of Paris agency Rosapark, directed by Jean Baptiste Saurel via production house Big.
Credits
Client SKODA France Agency Rosapark, Paris Jean-Patrick Chiquiar, Gilles Fichteberg, Jean-François Sacco, co-founders; Sacha Lacroix, managing director; Julien Perrard, copywriter; Nicolas Hurez, artistic director; Elodie Jonqauille, head of TV production; Romain Bruneau, consulting director; Maxime Persuy, group leader; Jeanne Neuschwander, head of digital strategy; Clement Bonnet, social media manager; Léo Palti, Julien Thibon, Pierre Bonnet, Athina Perroux, Pierre René Martin, Aike Westra, social media creative team. Production Big Jean Baptiste Saurel, director; Kasia Staniaszek, Pierre Rambaldi, producers; Driss Lumbroso, production manager. Sound Studio Schmooze Postproduction Firm
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
