In these latest hidden camera spots, unsuspecting college students try to get a Gatorade out of a vending machine, but when it doesn’t dispense, a custodian (played by Rob Belushi, son of Jim Belushi) tips them off that they have to “sweat it to get it.”
In this particular commercial titled “Tip,” NFL superstar JJ Watt, a massive physical specimen, then enters the scene and tips over the vending machine which falls to its side on the ground. A semi-mortified college student hopeful of getting a Gatorade is speechless. The custodian suggests to the student that if he can pick up the vending machine and work up a sweat, he might get a Gatorade. JJ Watt then returns for another bit of not so subtle intimidation.
NFL Films produced this campaign–which also features NFL quarterbacks Eli and Peyton Manning–for TBWAChiatDay LA. Alex Grossman directed the package of spots.
Credits
Client Gatorade Agency TBWAChiatDay, Los Angeles Stephen Butler, chief creative officer; Brent Anderson, executive creative director; Renato Fernandez, worldwide creative director; Nick Ciffone, sr. copywriter; Dave Estrada, sr. art director; Brian O’Rourke, director of production; Tim Newfang, sr. producer; Marc Johns, director branded content. OMD/OS, Chicago Brandon Saranik, digital strategy supervisor; Sadie Olen, digital marketplace supervisor; MiRon Leveston, strategist (OMD). VML, Kansas City, MO Mark Philip, creative director, copy; Nick Allegri, creative director, art; Ryan Simpson, sr. copywriter; Sam Hirshberg, copywriter. Production NFL Films Kennie Smith, VP project management; Hank McElwee, DP; Mark Morris, sr. director field operations; Alan Brown, director project management; Claudio Kuhn, line producer. Production Alex Grossman, director. Editorial HutchCo Technologies, Los Angeles Jim Hutchins, Joaquin Machado, editors; Jane Hutchins, exec producer; Austin Hickman-Fain, VFX artist. Post Libertad Sol Jonny McPheeters, colorist. VFX MPC Santa Monica, Calif. Lexi Stearn, exec producer; Abisayo Abejare, producer; Mark Holden, VFX artist. Audio Lime Studios, Santa Monica Loren Silber, mixer; Mark Nieto, assistant mixer; Susie Boyajan, exec 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
