This two-and-a-half-minute piece captures a contentious day at the park/playground as different factions of parents–with their infants in tow–duel over who’s best, taking jabs at one another. We have working career moms vs. yoga moms, stay-at-home dads, breast-feeding moms, and formula moms.
However the us vs. them, trash talking scenario takes a turn when a stroller carrying a baby gets loose and heads down an incline, bringing the parents together in what’s described as a “sisterhood of motherhood.”
Baker Smith of harvest films directed this unifying story that finds common ground among parents who seemingly have none. Agency is Publicis Kaplan Thaler, New York.
Credits
Client Abbott Nutrition/Similac Agency Publicis Kaplan Thaler, New York, Rob Feakins, chief creative officer; Whitney Pillsbury, Jason Graff, group creative directors; Jean Rhode, creative director/copywriter; Roger Norris, creative director/art director; Jeri Slater, sr. producer; Theresa Notartomaso, music producer. Production harvest films, Santa Monica, Calif. Baker Smith, director; Bonnie Goldfarb, Rob Sexton, exec producers; Niko Whelan, head of production; Vincent Oster, producer; Curtis Wehr, DP; Charles Infante, production designer. Editorial PS 260, New York JJ Lask, editor; John Malone, assistant editor; Laura Lamb Patterson Sr., exec producer. Post Nice Shoes, New York Lenny Mastrandrea, colorist; Ed Koenig, exec producer. Music Ring The Alarm, Los Angeles. Daron Hollowell, creative director; Jenny Hollowell, exec producer. Audio Post Headroom Digital, New York Evan Spear, sr. mix engineer.
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
