A man, whose face is concealed under the brim of his dark hat, sits in a chair with his head lowered. The scene is in shades of gray and black cut by clear bright water. He pours water into a clear glass next to the chair. The water tumbles into the glass evolving many air bubbles. A final drop drips off the rim of the man’s bottle into the glass, disrupting the surface of the liquid. He listens to the sounds the water makes. He turns his face upwards and the viewer can see his eyes are pure white; he is blind. The screen goes black and the white words “Learn to listen” appear. Then the commercial concludes with the words “Bang & Olufsen.”
Credits
Agency: Bang & Olufsen Tim Snape, art director; Matt Fee, copywriter Production Company: Godman Films The Shammasian Brothers (Ludwig and Paul), directors/editors; Ed Sayers, Dan Sayers, executive producers; Natalie Taylor, producer; Karl Watkins, DP Postproduction: One Post Simone Grattarola, colorist Visual Effects: One Post Dave Child, head of 3D; Richie White, compositor Audio: Adelphoi Music Andrew Sherriff, audio mixer/sound designer
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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