This spot from Pedigree pet food out of BBDO New York starts seemingly right out of a movie with a young woman in the pouring rain declaring her eternal love for presumably an off-camera beau.
The camera then reveals her dearly beloved–a precious dog who is in dry weather.
A supered message reads: “Love at first sight isn’t just in the movies. It’s available at your local shelter.
Titled “Rain,” the commercial–directed by Lucas Shannon of production company Landia–shows us the joy of pet adoption at a local animal shelter.
Credits
Client Pedigree Agency BBDO David Lubars, chairman and chief creative officer worldwide; Luiz Sanchez, chief creative officer, North America; Matt MacDonald, chief creative officer, New York; Peter Kain, executive creative director; Bart Mol, Jim Connolly, creative directors; Katie Young, group executive producer; Marcelo Hanta-Davis, interactive producer; Maya Iwata, Benner Rawley, associate creative directors; Annemarie Norris, EVP group director, global strategy; Becky Burkhard, VP group executive producer; Madi Miller, producer; Melissa Lucier, sr. art producer. Production Company Landia Lucas Shannon, director; Julian Castro, line producer. Editorial Union Karen Kourtessis, editor; Jean Taylor, assistant editor; Melissa Lubin, exec producer; Lily Hartmann, producer. Telecine Company 3 Tim Masick, colorist; Ryan Moncrief, producer. VFX La Posta Sebastian Bucarey, VFX supervisor; Juana de Miguel, producer. Music Human Joshua Green producer. Audio Sonic Union Rob DiFondi, engineer; Carolyn Mandlavitz, 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
