Lance Acord of Park Pictures directed and shot this spot which celebrates the triumph of the runner who struggles to finish last in a marathon–but finish she does.
Titled “Last,” this spot from Wieden+Kennedy, Portland, Ore., shows us the true, deeper meaning of personal achievement.
Client Nike Agency Wieden+Kennedy, Portland, Ore. Alberto Ponte, Ryan O’Rourke, global creative directors; Dan Viens, interactive director; Evelyn Loomis, interactive producer; Matt Hunnicutt, global executive producer; Heather Ryder, Darcie Burrell, writers; Patty Orlando, art director; Shelley Eisner, producer; Julie Gursha, associate producer; Henry Lambert, strategic planning; Mark Fitzloff, Joe Staples, executive creative directors. Production Park Pictures Lance Acord, director/DP; Jackie Kelman Bisbee, Mary Ann Marino, exec producers; Caroline Kousidonis, line producer. Editorial Rock Paper Scissors Angus Wall, editor; Angela Dorian, post executive producer/producer. Visual Effects a52 Pat Murphy, VFX supervisor/Flame artist; Michael Steinmann, VFX producer. Titles/Graphics Just Do It and Nike title cards, artwork from Patty Orlando. Music/Sound Song “Every Little Bit Hurts” Aretha Franklin Albums “Running out of Fools” (1964). Walker, Portland, Ore. Sara Matarazzo, music supervisor; Abbey Hickman, music producer. Barking Owl, Los Angeles Michael Anastasi, sound designer; Kelly Bayett, executive producer. Audio Post Eleven Sound Jeff Payne, mixer; Dawn Redmann, 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
