Three men are drinking beer and looking under the hood of a car in a driveway in a suburban neighborhood. One man notices a fluffy white dog and offers “Come here and I will rub your fluffy white belly.” A giant can of Milwaukee’s Best Light falls from the sky and crushes him as a narrator explains “Men should act like men.”
Credits
Agency: Mother Linus Karlsson and Paul Malmstrom, creative directors; Rob Baird, art director; Dave Clark, Ann Mason and Allon Tatarka, copywriters; Margaux Ravis, producer. Production Company: Rupert Stow Associates John O’Hagan, director; Ellen Kuras, DP; JD Davisson, line producer; Jules Daly, managing director. Shot on location in the Los Angeles area. Editorial: Cut + Run, NY Mike Douglas, editor; Susan Willis, producer. Postproduction: The Mill New York Jamie Scott, Westley Sarokin, Angus Kneale and David Parker, Flame artists; Tara DeMarco, Combustion artist; Wendy Garfinkle, VFX producer; Fergus McCall, telecine artist; Alex Maxwell, assistant telecine artist; Angela Botta, telecine producer. Audio: Sound Lounge Tom Jucarone, 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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