ITV’s streaming platform, ITVX, launches its new season of available comedies with an aptly timed series of advertisements starring actors from ITVX exclusive shows. Included in the mix of spots in the “Comedy is Back in the Building” campaign from agency ITV Creative–and directed by JILL, the team of Phil Morrison and Joe Ventura, via production house Epoch Film UK–is this piece titled “Stand Up Desk.”
JILL’s Ventura said, “Phil and I largely prefer the style of comedy where it takes place in an ordinary world where jokes happen to crop up organically. We wanted to avoid being hams when it came to this campaign in every sense–from casting to what lenses we used – in order to honor the unique rhythms in British humor. ITV has played such a vital role in the world of comedy in the U.K. and beyond, so we knew that we had to nail that element in particular.”
Credits
Client ITV, ITVX Agency ITV Creative Nike Garner, director of creative; Chris Vernon, executive creative director; Victoria Barnard, campaign management & strategic planning; Katie burrow, head of campaign production; Jonathan Truin, Matt Legg, Joaquin & Bailey, creatives; Mike Lomas, Ben Peers, sr. designers; Luke Fraser, sr. producer; James Hillhouse, lead strategist; Rosie Gilligan, campaign lead; Ella Clay, Mike Johnson, sr. campaign managers; Nana Hughes, head of scripted comedy; Jane Stiller, chief marketing officer; Paul Ridsdale, director of marketing; Ed Ross, sr. head of marketing; Simon Ricks, marketing lead; Hannah Costello, marketing manager. Production Company Epoch Films UK JILL (Phil Morrison, Joe Ventura), director; Jacki Calleiro, executive producer; Ewen Brown, producer; Sam Dawking, 1st AD; Mott Hupfel, DP; Olly Williams, production designer; Hannahy Edwards, wardrobe; Rachel Hearle, makeup artist. Editorial Work Editorial Mark Edinoff, editor; Lola Cookman, edit producer. Postproduction Coffe & TV Johnny Fairburn, post producer; Nick John, VFX supervisor; Davide Pascolo, Rory Whittle, VFX artists; Simona Cristea, colorist. Audio 750mph Miichalis Anthis, sound engineer; Aishah Amodu, sound 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
