On International Women’s Day (Friday, 3/8), Ford is rolling out a campaign, which includes this film, “Dear Car Girl,” directed by Jihye Ku for Wieden+Kennedy NY, produced by W+K’s editorial studio JOINT and starring inspiring women figures such as stunt driver Dee Bryant, Ford engineer Fernanda Media, racer, car builder and Bronco ambassador Gabby Downing, and drag racer and Mustang ambassador Lauren Stoney.
A love letter to women in the automotive arena, the film sends out the message loud and clear that Ford is supportive of–and committed to creating space for–female talent in the car industry.
Credits
Client Ford Motor Company Agency Wieden+Kennedy New York Marques Gartrell, Brandon Henderson, chief creative officers; Stuart Jennings, creative director; Madi Ko, art director; Funmi Adejobi, copywriter; Nick Setounski, head of production; Jessica Griffeth, executive producer; Rodrigo Nino, producer; Nicole Formisano, Jessie Wang, creative operations managers; Henry Jennings, design director; Mary Lamphier, designer; Alix Toothman, group strategy director; Alex Danks, strategy director; Lee Ford, Alex Marin, Sydney Hutnik, strategists. Production & Post JOINT Jihye Ku, director; Michelle Carman, exec producer; Imani Lindsey, line producer; Domo Jones, DP; Alexa Polanco, production design/art direction; Kari Lewis, Naheem Adio, post producers; Laura Bermudez, editor; Diana Tay, assistant editor; Natasha Jacobs, sound design/mix. Music Alibi Music Color La Voglia Studio Mary Perrino, 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
