Directorial duo Speck and Gordon (Will Speck, Josh Gordon) of production house Furlined teamed with McCann NY on this send-up of the movie musical for the New York Lottery. Titled “Odds of Love,” the spot centers on a guy and a gal whose paths cross by chance–and it’s love at first sight. They break into song but soon realize that they are not compatible.
The couple realizes that while the odds are too great for love at first sight, they have an option–they can play the Take 5 NY Lotto game in which their chances of winning are one in nine.
Credits
Client New York Lottery Agency McCann New York Eric Silver, North American chief creative officer; Sean Bryan, Tom Murphy, McCann NY chief creative officers; Mat Bisher, Dan Donovan, executive creative directors; Jason Ashlock, Dominick Baccollo, creative directors; Johan Leandersson, sr. art director; Ryan Paulsen, creative director, writer; Jack Deligter, writer; Eric Aragon, art director; Nathy Aviram, chief production officer; Chance Bassett, VP, executive producer; Eric David Johnson, SVP, executive music producer. Production Furlined Speck and Gordon, directors; David Thorne, sr. exec producer; Greg Schultz, producer; Edu Grau, DP. Editorial MackCut Ian Mackenzie, editor; Gina Pagano, exec producer; Mike Leuis, Gustavo Roman, assistant editors. Music Walker, New York Peter Gannon, creative director/partner; Joe Iconis, composer; Abbey Hendrix, sr. producer; Christopher Keyes, engineer; Julianne Wilson, associate producer. Sound Design Sonic Union, New York Paul Weiss, sound designer. Audio Post Sonic Union Paul Weiss, mixer.
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
