This spot helps to launch a NESCAFE Gold campaign across the European region. The U.K. is the first country in the rollout of the “For the Moments That Matter” campaign, starting with “Those Few People,” a 90-second spot for TV, cinemas and online.
Created by Publicis London and Publicis Conseil, the ad features a man on stage addressing the thousands of people he’s met in his lifetime: university friends, people from nights out, co-workers and so on–the list is endless. But slowly he pares down the audience to a special few who know him best. They come together to share a cup of coffee as the spot ends with the tagline: “NESCAFE Gold. For the Moments that Matter.”
Directed by Henry Mason via Quad Productions, the commercial was lensed in the Plovdiv Roman theatre in Bulgaria.
Credits
Client NESCAFÉ Gold Blend Agency Publicis Worldwide, London Bruno Bertelli, chief creative officer; Kike Gutierrez, (Publicis Conseil), Nestele global creative director; Dave Monk, executive creative director; Polina Zabrodskay, creative director; Joshua Norbury, sr. copywriter; Josh Cunningham, copywriter; Victoria Lench, art director; Alastair MacLean (Publicis Conseil), head of strategic planning; Nathalie Levincent, producer. Production Quad Productions Henry Mason, director. Editorial Eric Jacquemin, editor. Postproduction Prodigious Fanny Huguet, postproduction manager. Audio Post Prodigious Sounds Music "Stand By Me"
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
