The opening title sequence of HBO’s The Sopranos is an iconic piece of TV history. In it, Tony Soprano drives from Manhattan to his home in New Jersey in a 1999 Chevy Suburban. To dramatically demonstrate that the all-new, All-Electric Chevy Silverado is a next-generation truck, for a whole new generation of people, Commonwealth//McCann teamed with director David Chase (Sopranos creator) to create a modernized, scene-by-scene reshoot of the famous opening credits, but now, we see Tony’s daughter, Meadow, driving the First-Ever All-Electric Chevy Silverado. (A next-generation Soprano, driving a next-generation vehicle.)
Chase directed this Super Bowl spot, “New Generation,” via Park Pictures.
Credits
Client General Motors/Chevy Silverado EV Agency Commonwealth//McCann Gary Pascoe, chief creative officer; Bob Guisgand, Duffy Patten, executive creative directors; Paul Renusch, director of broadcast production; Adam Van Dyke, executive creative producer; Kelly Balagna, executive producer. Production Park Pictures David Chase, director; Phil Abraham, DP; Jackie Kelman Bisbee, Justin Pollock, exec producers; Anne Bobroff, sr. head of production/business affairs; Chelsea Schwiering, head of production; Saul Germaine, line producer. Editorial Work Editorial Neil Smith, Leah Turner, editors; Mario Baird, exec producer/managing director; Brandee Probasco, head of production; Evan Cohen, producer. VFX/Post MPC Mark Gethin, colorist; Michael Gregory, creative director; Benji Davidson, on-set supervisor/VFX; Karena Ajamian, exec producer; Stephanie Allis, sr. producer; Meghan Lang, exec producer/color; Caitlin Forrest, sr. color producer.
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
