In a microscopic view in the sea a male water flea courts a female and “love is born on this planet.”The future generations of this coupling populates the oceans. Many tiny iridescent water fleas are swarm and seem to frolic.The original couples pass away and are survived by their children.Their bodies layer the ocean floor and “the story of oil begins.”
“Millions of years later” a man is shown fueling up his car.A drop of gasoline falls onto his boots.He gets in his car and drives away leaving only the words “Nothing lasts forever.Hybrid technology.”
Credits
Agency: Hakuhodo, Tokyo Masahiko Ishii, creative director; Koji Ando, Tetsuya Tokimatsu, Kotaro Yoshioka, Usagi Ishii, copywriters; Munehiro Sai, executive producer; Yasuyuki Kubota, producer Production Company: Anonymous Content,Hakuhodo Photo Creative, Tokyo Andrew Douglas, director/DP; Andy Traines, executive producer; Aris McGarry, producer, Editorial: Mad River Post | Santa Monica Michael Elliott, editor Postproduction: Company 3 Los Angeles Stefan Sonnenfeld, colorist Visual Effects: Digital Domain, Venice, Calif. Eric Barba, visual effects supervisor; Gabby Evans, executive producer; Chris Fieldhouse, producer Music: Elias Arts Dave Gold, creative director; Kimo Kemp, composer; Dayna Turcotte, producer Audio: POP Sound Peter Rincon, audio post 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
