This :60 is the centerpiece of a campaign from agency Johannes Leonardo for Sony PlayStation Vue, the cloud-based TV service that launched in March 2015 in select markets. (Sony made an announcement at E3 this week that Vue has expanded to Los Angeles and San Francisco.)
Titled “Wouldn’t You,” the spot–directed by Fredrik Bond of MJZ–targets the 35 million users who own a PS3 or PS4. The ad raises a serious question: If you had amazing experiences at your fingertips waiting to be used, you’d use them, wouldn’t you? And therefore, if you had the future of live television just waiting inside your PlayStation, you’d use it, wouldn’t you?
The strategy is to remind PlayStation users that they’re already connected to an entirely new and better way to watch TV. In one scene, the protagonist, “Quinn,” is crushed by two closing walls and appears to have been killed. The voiceover asks, “If you had a real life save point, you’d use it, wouldn’t you? And if you had a TV experience–better than you ever imagined–just waiting inside your PlayStation, you’d use it, wouldn’t you?” The spot ends with the tagline, “Start Vueing.”
This is an important new chapter in the history of the PlayStation brand. With this campaign, Sony’s goal is to intrigue the PlayStation audience with an entirely new TV experience that is revolutionizing the way consumers watch–all from the familiarity of their personal devices–and get them to trial as quickly as possible.
Credits
Client Sony VUE Agency Johannes Leonardo, New York Jan Jacobs, Leo Premutico, chief creative officers; Tom Martin, Julian Schreiber, executive creative directors; Verenice Lopez, Jerome Marruci, art directors; Devin McGillivary, Steven McElligot, copywriters; Cedric Gairard, head of production; Sevda Cemo, executive producer; Tina Diep, producer; Dustin Grant, associate producer. Production MJZ Fredrik Bond, director; Kate Leahy, exec producer; Alicia Richards, line producer; Crille Forsberg, DP; Mark Taylor, 1st assistant director; Petr Kunc, production designer. Production Services (in Prague) Unit & Sofa Fady Saleme, exec producer; Nikola Mohorita, line producer. Postproduction The Mill LA Enca Kaul, exec producer; Will Lemmon, producer VFX; Antonio Hardy, producer color; David Lawson, shoot supervisor, creative director, 3D lead artist; Becky Porter, shoot supervisor, 2D lead artist; Andy Dill, Daniel Lang, Anthony Petitti, Narbeh Maridossian, Patrick Munoz, Tara DeMarco, Steve Cokonis, Tim Robbins, 2D artists; Phil Mayer, Majid Esmaeili, Steven Olson, Matt Longwell, Martin Rivera, Mike Di Nocco, Aldrich Torres, Monique Espinoza, Itai Muller, 3D artists; Andy Wheater, matte painting; Justin Demetrician, Greg Park, Andrew Marks, motion graphics; Adam Scott, colorist; Daniel Midgley, art department coordinator. Editorial Union Editorial Patrick Ryan, editor; Andrew Droga, assistant editor; Melissa Geczy, cutting assistant; Caryn MacLean, exec producer; Susan Motamed, sr. producer. Music/Sound Q Department, New York music & sound design Audio Sonic Union Steve Rosen, mixer. Talent: actor, James Mackay.
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
