This campaign from BBDO boldly proves how the AT&T network delivers security, reliability and expertise to all sizes of businesses, helping them tackle their toughest challenges and conquer their greatest opportunities–all with the utmost confidence.
Directed by Nicolai Fuglsig of MJZ, this spot titled “Next Level Mission” is set in a scenario where every second can literally make the difference between life and death. It begins with a high-octane, heart-pounding, car driving sequence which misdirects people into believing this is a police chase. Only to find out at the end, this is a story about a hospital’s organ transplant delivery where they have to get it to the operating room on time with precision to save a life. Made possible only by the Next Level Network–the 5G and Fiber networks of AT&T.
Credits
Client AT&T Agency BBDO Matt Miller, chief creative officer, AT&T; EJ Lee, Joey Monteverde, sr. creative directors; Alex Zermeno, art director; Andrew Tucci, VP, group executive producer; Ashlye Vaughan, executive producer; Chloe Collins, producer; Erin Breen, head of art production, producer; Tim Millar, chief strategy officer, AT&T; Sahar Mehdi, sr. strategist. Agency Critical Mass Terry Lee, creative director; John Olsoni, copy lead; Alice Sladek, design lead; Tommy Costello, sr. producer/ Megan Wattie, producer. Agency Hearts & Sciences Pam Amir, executive director. Agency Rodgers Townsend Kay Cochran, group creative director; Emily Dabb, associate creative director; Katie Meers, Angela Boda, sr. art directors; Noah Cook, strategist. Production Company MJZ Nicolai Fuglsig, director; David Zander, president/exec producer; Emma Wilcockson, exec producer; Jeff McDougall, producer. Editorial Final Cut Crispin Struthers, Antonio Gomez-Pan, editors; Megan Marie Connolly, sr. cutting assist editor; Julio Samaniego, assist editor; Kelly Budish, producer; Rebecca Mitchell, head of production; Suzy Ramirez, exec producer; Justin Brukman, managing director. Postproduction LVLY Bryce Edwards, exec producer; Carlos Espinosa, 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
