Dayton/Faris (the duo of Jonathan Dayton and Valerie Faris) of production house Bob Industries directed this AT&T spot, titled “Present,” which introduces us to a family, including a girl who is seemingly always on her smartphone. This holiday tale from BBDO Atlanta and New York encourages people to disconnect from their digital world to enjoy this season which is time meant to be spent with family and friends. A voiceover relates, “This season give the present of being present.”
Titled “Present,” this :60 and :30 cut-down version launches today on YT and will run for two days only (Dec 24 – 25) on broadcast and AT&T’s social channels. AT&T’s mobility advertising TV media will all only run “Present” during this time to ensure that their holiday message is the only one shared in everyone’s home this holiday season.
Credits
Client AT&T Agency BBDO Atlanta and New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Matt MacDonald, executive creative director; Stephen McMennamy, Alex Russell, sr. creative directors; Chris Miller, Bryan Lee, associate creative directors; Dave Rolfe, director of integrated production; Julie Collins, group executive producer; Cheryl Gackstetter, executive producer; Melissa Chester, music producer. Production Bob Industries Dayton/Faris, directors; Corey Walter, DP; TK Knowles, John O’Grady, Chuck Ryant, exec producers; Bart Lipton, head of production. Editorial Bikini Edit Avi Oron, editor; Gina Pagano, exec producer. Audio Heard City Evan Mangiamele, audio engineer. Post Company 3 Tim Masick, colorist. Post Spontaneous Bryce Edwards, exec producer, conform Music Walker
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
