A college chemistry professor is lecturing a practical course on thermodynamics. In this lab he is demonstrating the principles with a demonstration. He instructs the student to add a green liquid to a blue on “and light up your Bunsen burners.” The camera then pans towards the floor where young child looks up tells a college-aged student in the class “I am not supposed to play with matches.” The Bright Start logo appears over the scene as a narrator informs the view that “your kids will be in college sooner that you think. Bright Start will help get you ready.” The college student lights his burner as the young child peers up over the table-top. The commercial ends with the contact information displayed above the scene.
Credits
Agency: Chicago Creative Partnership Don Nelson, creative director; Chris Tomczak, senior art director; Don Dunbar, senior copywriter; Steve Ross, director of broadcast production Production Company: Ebel Productions, Inc. Bill Ebel, director; Jason Schettler, executive producer; Kathleen Hurley, producer; David Kessler, DP Editorial: The Filmworkers’ Club, Chicago Jeff Charatz, editor Postproduction: The Filmworkers’ Club, Chicago Michael Mazur, colorist Audio: Chicago Recording Company Stan Oda, audio post engineer
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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