The commercial begins with a clear deep blue sky with a few big white puffy clouds. A plane flies onto the scene. As it sails across the screen you can hear the voice of a confused man saying he believes he is in the wrong section as he has a “comfy leather seat with a lot of leg room and I am watching live satellite television. I didn’t sign up for first class, you aren’t going to charge me extra are you?” A flight attendant politely tells him “We only have first class.” “WestJet” appears below the plane as the commercial ends.
Credits
Agency: Taxi | Toronto Paul Lavoie, creative director; Jim Larmon, art director; Kenny Herzon, copywriter; Jennifer Mete, executive producer/producer Production Company: Global Mechanic Bruce Alcock, animation director; Matthew Charde, executive producer; Tina Ouellette, producer Audio: Pirate Radio & TV Tom Goudie, audio director Stock Footage: Getty Images.com Getty Images, Seattle
The Best Work You May Never See: Diamond, Director Mark Zibert “Finish It” For Terry Fox Foundation
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
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