Inspired by the upcoming Amazon Prime film Cinderella, Mercedes-Benz recently collaborated with agency Merkley + Partners, director Rachel McDonald of Biscuit Filmworks, and a primarily female cast and crew, to create a television commercial which aims to encourage women to rewrite the roles they were told to have in the world.
Placing innovation at the forefront, Mercedes-Benz is showcasing the amazing talent behind Cinderella who are breaking the mold and leaving their mark. The commercial, "Rewrite the Story," stars Camila Cabello, Cinderella director and writer Kay Cannon and producer Shannon McIntosh and highlights the collaboration of strong, inspirational women who are shattering the glass ceiling.
Credits
Client Mercedes-Benz Agency Merkley + Partners Alex Gellert, CEO/partner; Andy Hirsch, chief creative officer; Max Godsil, creative group head; Gabi Hastings, creative director; Gary Grossman, director of broadcast production; Alex Kobak, sr. producer; Bev Don, director art production; Kristin Palmeri, art producer. Production Biscuit Filmworks Rachel McDonald, director; Shawn Lacy, partner/managing director; Holly Vega, exec producer; Maury Strong, producer; Sean Moody, head of production; Chris Blauvelt, DP; Deborah Evans, production designer. Editorial Rock Paper Scissors Lauren Dellara, editor; Eve Kornblum, exec producer. Brand Experience Marketing Engine Shop Chris Handy, CEO; Jimmy Cundiff, EVP; Lindsay Abken, sr. graphic designer.
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
