Volkswagen’s ID.4 is the all-electric SUV for the people, some of whom in this spot–directed by Calmatic of PRETTYBIRD for agency Johannes Leonardo–share how the vehicle has changed their everyday lives for the better.
VW positions the ID.4 as a better way to drive and own a car–while also carrying some real eco-friendly benefits for the world at large. As a parting slogan points out relative to an electric vehicle, “Before it can change the world, it has to change yours.”
Client Volkswagen Group of America Agency Johannes Leonardo Jan Jacobs, Leo Premutico, chief creative officers; Kevin Watkins, Rachel Frederick, creative directors; Evan Barkoff, sr. copywriter; Gautier Fage, sr. art director; Chris Liu, art director; Charles Watlington, design director; Olga Vladova, associate design director; Evelyn Wu, designer; Maria Perez, head of production; Rebecca O’Neill, executive producer; Alex Olivo, producer; Haley Harris, associate producer. Mary Bakarich, group strategy director; Eileen Zhao, associate strategy director; Brendan Smith, strategist. Production PRETTYBIRD Calmatic, director; Suzanne Hargrove, exec producer; Tracy Hauser, director of production; Julia Roberson, producer; Adam Arkapaw, DP; JC Molina, production designer. Editorial Rock Paper Scissors Ted Guard, editor; Noah Benezra, Alex Liu, assistant editors; Eve Kornblum, managing partner; Lisa Barnable, producer. Finish/VFX/Color MPC Mark Gethin, colorist; Nate Seymour, color assist; Megan Lang Bice, color exec producer; Diane Valera, color producer; Karen Anderson, VFX exec producer; Ciaran Birks, VFX producer; Oliver Caiden, 2D lead; Peter Ulukpo; Daryl Bruinsma; Kyle Belko; Brett Lopinsky, 2D support; Tim Matney, DMP; Dan Bodenstein, 3D FX; Joshua Pena, finishing lead. Audio Post Sonic Union Steve Rosen, mixer; Pat Sullivan, head of production. Music Lightning Media Seth Olinsky, composer Licensed Music A Supersta
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
