CarMax pays homage to the small inventions which can make life a bit more enjoyable, providing a measure of comfort and relief–like the built-in wine holder for showers, the slanket (blanket with sleeves) or the Saucemoto. Akin to those breakthroughs are CarMax innovations like the 24-hour test drive proposed by Stephanie or the online means to let customers shop for vehicles from home as crafted by tech experts.
Life and car buying have indeed changed over the past year. This “Inventors” spot directed by Guy Shelmerdine of SMUGGLER for The Martin Agency shows how CarMax has made a leap forward with its inventions which also include the 30-day Money Back Guarantee.
Credits
Client CarMax Agency The Martin Agency Jerry Hoak, EVP, executive creative director; Ashley Marshall, SVP, executive creative director; Anne Marie Hite, SVP, group creative director; Lindsey King, creative director/art director; Allison Rude, creative director/copywriter; Tasha Dean, SVP, head of integrated production; Lauren Galanides, producer; Molly McCarvill, jr. producer; Whitney Keller, strategic planner. Production SMUGGLER Guy Shelmerdine, director; Allison Kunzman, exec producer; Alex Hughes, head of production; Donald Taylor, producer. Editorial Friendshop! Ben Suenaga, editor/partner; Melissa Mapes, managing director/partner; Francisca Wistuba, assistant editor; Rebecca Bolde, Paul Fiterson, Danny Princz, After Effects; Derina Doorley, Flame artist; Adam Roe, producer. Postproduction/VFX SuperJoy Brian Creech, head of production; Katherine Leatherwood, sr. producer; Chris Hagen, sr. Flame/finishing artist; Ralph Scaglione, compositing; Lyly Nguyen, content creator; Brandon Hiner, assistant editor. Audio Post Rainmaker Michael O’Connor, engineer/mixer; Isaac Whalen, producer. Color Company 3 LA Sean Coleman, colorist; Matt Moran, sr. producer. Music Supervision The Teenage Diplomat Buzzy Cohen, managing director; Quinn Donnell, music supervisor/producer.
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
