The all new Audi A3 e-tron plug-in hybrid vehicle stars in this commercial which broke during the Emmy Awards telecast on Sunday (9/20).
Directed by Craig Gillespie of MJZ for Venables Bell & Partners, the spot enables viewers to experience the power of the A3 e-tron as it punctures the quiet of an idyllic, eco-friendly neighborhood by performing an incredible power-slide before backing into its driveway. The ad ends by zeroing in on a Prius driver’s face, as he watches the four rings slide over to reveal the plug of the first plug-in hybrid offered by Audi.
Credits
Client Audi Agency Venables Bell & Partners Will McGinness, executive creative director; Erich Pfeifer, creative director; Allison Hayes, Greg Wyatt, art directors; Bryan Karr, copywriter; Craig Allen, director of integrated production; Mandi Holdorf, executive producer; Hannah Murray, producer. Production MJZ Craig Gillespie, director; Masa Takayagi, DP; Emma Wilcockson, exec producer. Editorial Exile Edit Eric Zumbrunnen, editor; Dustin Zimmerman, assistant editor; CL Weaver, Vietan Nguyen, editorial producers. Music Walker Chris James, Nicholas Wright, composers. Audio Post One Union Eben Carr, mixer. VFX The Mill
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
