World-class athletes remember how their love for their particular sport started when they were kids. This Gatorade spot shows how that childhood love continues to motivate them–specifically Usain Bolt, Serena Williams, Paul George and April Ross–in their adult careers.
Rick Famuyiwa of Superprime directed “Never Lose the Love” for TBWAChiatDay.
Client Gatorade Agency TBWAChiatDay Brent Anderson, executive creative director; Renato Fernandez, worldwide creative director; Mark Peters, Gustavo Sarkis, creative directors; Doug Menezes, associate creative director; Brian O’Rourke, director of production; Guia Iacomin, executive producer; Stephanie Dziczek, sr. producer; Lucy Plunk, producer; Kathleen Ackel, associate producer. Production Superprime Rick Famuyiwa, director; Roger Zorovich, exec producer/head of production; Salli Zilles, producer; Sally Hanson, production supervisor; Rhonda Raulston, 1st AD; Enrique Chediak, DP. Editorial Rock Paper Scissors David Brodie, editor; Patrick Tuck, assistant editor; Dina Ciccotello, producer; Helena Lee, exec producer. VFX Eight VFX Shira Boardman, Baptiste Andrieux, exec producers; Juliet Tierney, head of production; JeanMarc Demmer, creative director; Philip Ineno, VFX supervisor/Flame lead; Fred Hopp, CG lead; Benjamin Dupin, CG artist; Evan Kantor, Ryan Dahlman, coordinators. Postproduction The Mill Adam Scott, colorist; Thatcher Peterson, exec producer; Diane Valera, color producer. Sound Design/Audio Post 740 Sound Chris Pinkston, A. Josh Reinhardt, sound designers; Stephen Dickson, mixer; Scott Ganary, exec producer; Jeff Martin, sound design producer; Geena Richard, associate producer of mix. Music Song: “Young At Heart” performed by Jimmy Durante. Rhino Entertainment Group, master licensing. Carolyn Leigh, Johnnny Richards, composers. MPL Communications Inc,. publishing; MEGA Inc., music licensing; Danny Socolof, founder; Madeline Adami, VP of licensing.
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
