Baby bottle brand Tommee Tippee and its agency McCann New York have rolled out a campaign based on a marketplace insight gleaned from a client-commissioned poll of 1,000 new moms which found that over half felt entirely overwhelmed by unsolicited advice and opinions as to how to raise a baby.
In that spirit, Tommee Tippee and McCann concluded there must be some actual use for all that extra parenting feedback, so they hired a paper making facility to collect baby books and articles, then recycle all the material to create a limited run of baby wipes. Introducing Tommee Tippee Advice Wipes. Made from real, overwhelming baby advice.
This centerpiece spot in the “Parent On!” campaign was directed by Spencer Riviera of O Positive.
Credits
Client Tommee Tippee Agency McCann New York Eric Silver, chief creative officer; John Mescall, global creative director; Jillian Goger, group creative director; Matt Swinburne, Howard Finkelstein, creative directors; Catherine Patterson, exec producer; Chandler Sims, integrated producer; Nathy Avriam, chief production officer; David Mashburn, Ethan Buller, Rhett Bradbury, design; Amanda Perring, sr. strategist; Megan Flannery, project manager. Production O Positive Spencer Riviera, director; Ralph Laucella, exec producer; Devon Clark, exec producer/line producer; Marten Tedin, DP; Kevin Bird, production designer. Editorial Craft NY Nathan Troester, editor/colorist; Nellie Phillips, assistant editor; Anthony Ramirez, post producer; Gerard McConville, audio engineer.
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
