Tom Tagholm of Park Picures, London, directed this charming tie-in spot to the upcoming Star Wars film for client HP, Inc., out of BBDO New York.
Advancing the “Keep Reinventing” campaign mantra, the piece introduces us to a do-it-yourselfer who enlists the help of HP to construct an R2-D2 robot to perform a special task—asking a special someone for a date to see the next Star Wars movie.
Client HP, Inc. Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Toygar Bazarkaya, executive creative director; Monty Pera, creative director/art director; Marshal Wilhelmi, creative director/copywriter; Katherine Cheng, producer; Gordon McLean, group director/behavioral planning; John Mellilo, Julia Millison, music supervisors. Production Park Pictures, London Tom Tagholm, director; Dinah Rodriguez, Stephen Brierley, Jackie Kelman Bisbee, exec producers; Nick Goldsmith, line producer; Erik Alexander Wilson, DP. Editorial Stitch London Tim Hardy, editor. VFX The Mill New York Fergus McCall, colorist. Audio Heard City Philip Loeb, sound 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
