A teenage couple rides in a taxi together. The boyfriend takes out a pack of Dentyne Frost Bites Gum, gives his lady friend a piece and then shoves a handful into his own mouth. His head then freezes. He whimpers a little, drawing the cab drivers attention, who sees his frozen head, screams and begins to swerve and drive erratically. The swerving causes the frozen head to fall off onto the girlfriend’s lap. The cab stops and the driver and girlfriend continue to scream as the head looks around panicked and confused. The screen then shows a pack of the gum and the commercial closes with the warning of an announcer about this “Small but powerful gum.”
Credits
Agency: MacLaren McCann David Kelso, creative director; Andy Manson, group creative director/writer; Scott Couture, art director; Franca Piacente, executive producer Production Company: The Partners’ Film Company Steve Chase, director; Gigi Realini, executive producer, Link York, producer; Miro Bazak, DP Editorial: AXYZ, Toronto Bruce Copeman, editor Postproduction: Notch Billy Ferwerda, colorist Visual Effects: Caligari, Toronto,Big House,Crush Louise Macintosh, prosthetics effects,Steve Schakleton, Jim McFall, special effects/rigging,Geoff Marshall, animation artist Sound Design: David Fleury Music Dino Cuzzolino, composer; David Fleury, producer; Dan Kuntz, sound designer Audio: Technicolor Creative Services | Toronto John Naslen, audio post mixer
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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