Jaci Judelson of Tool directed this emotionally moving film kicking off Gatorade’s #SistersInSweat campaign from TBWAChiatDay. Starring Serena Williams holding her recently born baby girl (actually a double for her baby), the piece shows the tennis superstar imparting an important message to her child: “I won’t mind if you play tennis badly. I won’t mind if you never choose to pick up a racket,” she says. “But I beg you in this game of life please keep playing.”
The film points out the importance of sports in a person’s development, teaching teamwork, self-sacrifice, instilling a strong work ethic. The campaign also highlights other successful women, such as CEO and designer Tory Burch, actress Allison Williams, YouTube executive Susan Wojcicki and Teen Vogue editor-in-chief Elaine Welteroth, all who have participated in various sports teams in their youth.
Credits
Client Gatorade Agency TBWAChiatDay Mark Peters, Kirsten Rutherford, creative directors; Stephanie Johnson, art director; Paula Henzel, copywriter; Ian Mitchell, producer. Production Tool of North America Jaci Judelson, director; Brad Johns, exec producer; Oliver Fuselier, Dustin Callif, managing partners/exec producers. Editorial Whitehouse/Carbon Chris Murphy, editor; Jennifer Mersis, editorial producer. Music “Girl On Fire” by Alicia Keys Pivot Audio, West Hollywood, Calif. Neil Devlin, Jonas Holst, executive producers; Guy Amitai, music producer; Roma Otto, arrangement; Lawrence Horne, sound designer; Dana Winter, vocals.
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
