In this anthem spot directed by Michel Gondry of Partizan for Altice’s Amplify speaker out of agency VMLY&R, puppetry and CGI help to bring a mundane home’s cast of characters to life (and a dance party). A clever parrot cues the Amplify speaker, which wakes up the entire house–from bobblehead baseball player dolls to the TV weatherwoman, picture album and chessboard.
As the house’s quirky inhabitants give a rendition of “Pump Up the Jam,” director Gondry’s distinctive style illustrates the imaginative possibilities that the smart speaker brings to an otherwise ordinary home.
The campaign is based on the insight that consumers care about enjoying the things they are connecting to, but they don’t want to have to think about the technology that gets them there. Altice creates experiences so simple and immersive, they bring everything around you to life.
For this launch spot titled "Happy Home," Altice and VMLY&R reworked this version of Pump up the Jam by Technotronic with Squeak E. Clean Studios’ executive creative director Sam Spiegel.
Credits
Client Altice Agency VMLY&R Jason Xenopoulos, NY CEO/North America chief creative officer; João Coutinho, North America executive creative director; Felipe Pavani, Pieter Melief, creative directors; Sam Saunders, copywriter; Roberto Baibich, art director; Daniel Maughan, producer (Middle Mile); Theresa Notartomaso, music producer. Production Partizan Michel Gondry, director; Molly Griffin, exec producer/head of production; Lisa Tauscher, managing director/exec producer; Raffi Adlan, producer. Postproduction Cosmo Street Tom Scherma, Tessa Davis, editors. Music Publishing courtesy of Universal Music Publishing Group. (“Pump up the Jam” by Technotronic) Original Music Squeak E. Clean Studios Sam Spiegel, executive creative director; Rob Barbato, creative director; Danielle Toporoff, sr. producer; Elliot Glasser, composer. VFX The Mill Andrew Sommerville, exec producer; Heino Henning, sr. producer; Corey Brown, creative director; Keith Sullivan, 2D lead; Yong Chan Kim, Rune Mansson, CG leads; Fergus McCall, colorist.
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
