Both the yeas and nays have it in this comedic Super Bowl spot–directed by Harold Einstein of production house dummy. for agency Erich and Kallman–heralding the introduction of Reese’s Caramel Big Cups.
The :30 features an emotional roller coaster as six neighborhood friends swing to and fro from an emphatic yes to a disappointing no as they hear that Reese’s is changing its iconic peanut butter cups. Narrated by Will Arnett, the spot features folks who go back and forth from jubilation to despondence–making for a Big Game ad that is complete pandemonium.
Credits
Client The Hershey Company Brand Reese’s/Reese’s Caramel Big Cups Agency Erich & Kallman Eric Kallman, chief creative officer & founder; Steven Erich, president/founder; Rikesh Lal, executive creative director; Jason Goldberg, creative director/ACD/copywriter; Clark Chamberlin, creative director/ACD/art director; Kati Haberstock, head of production & operations; Fearghal ODea, producer. Production Company dummy. Harold Einstein, director; Michael Kanter, producer; Glynn Speeckaert, DP; Patrick Lumb, production designer. Editorial Arcade Edit Dave Anderson, editor; Paulo Miramontes, assistant editor; Crissy DeSimone, exec producer; Wendy Umanzor, producer; Megan Dahlman, head of production. VFX/Finishing House of Parliament Phil Crowe, VFX supervisor; Cynthia Lee, VFX supervisor & creative lead; Edgar Delatorre, Matthew Steidle, Rich de Carteret, Sam Hencher, creatives; Emma Hertz, Kat Maidment; Nora Brosnan, Rachel Greco, production. Color Company 3 Tim Masick, colorist; Ryan Moncrief, color producer; Stephen Winterhalter, Quinn Wright, color assistants. Animation Goldenchild Matthew Marquis, managing director; Pierre Nobile, exec producer; Fons Schiedon, creative director; Pete Pace, design; Ben Watts, Houdini FX artist; Justin Puda, VFX compositor; Stephen Pilon, Flame artist; Luis Silva, colorist. Audio M Squared Mark Pitchford, chief engineer; Hayley Kay, engineer; Sarah Benedict, producer. Casting Clockwork Casting Bobby Bolton, Kirkland Moody, casting directors.
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
