This two-minute online film features Seattle Seahawks cornerback Richard Sherman and his mom, Beverly, along with four charismatic super fans who together embark on an adventure. Beverly and her super fan cohorts do everything in their power, aided by a helicopter, to make sure Super Bowl champion Sherman gets his Chunky soup before the big game.
Created in a campy, tongue-in-cheek style reminiscent of the 1960’s Batman TV series, versions of the film will also air as :30 and :15 TV spots, which will encourage viewers to see the full epic adventure at Chunky.com.
Fatal Farm of production house Gifted Youth directed for Y&R New York.
Credits
Client Campbell’s Chunky Agency Y&R New York Jim Elliott, chief creative officer; James Caporimo, executive creative director; Stephen Hersh, creative director/partner; Eric Glickman, creative director; Letitia Jacobs, executive director of content production; Samantha Bonom, sr. producer. Production Gifted Youth Fatal Farm, director; Ulrik Bentzen Boel, DP; Stephen Mohammed, line producer; Dal Wolf, executivep roducer; Anthony Ficalora, head of production. Editorial Big Sky, NY Chris Franklin, editor; David Madden, Eirinn Disbrow, assistant editors; Cheryl Panek, exec producer; Sarah Van Tassel, producer. Visual Effects Ryan Sears. Post Nice Shoes, NY Chris Ryan, colorist.
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
