Clay Weiner of Biscuit Filmworks directed this package of spots which take us to the family dinner table where the father, played by comedian Will Ferrell, is oblivious to everything except his smartphone. Overdosing on social media, he’s of no use during what should be quality family time.
In this ad titled “Cat Filter” we see kids seemingly in mourning, talking about how they miss their dad. The wife is also sad. But we find out that poppa is alive and well. It’s just that his presence is missed as he’s playing with a filter that makes him look like a cat on his mobile device.
Creative for the “Device Free Dinner” campaign for client Common Sense Media came out of Goodby Silverstein & Partners.
“We know that kids who have dinners at the table without devices get better grades, have healthier eating habits and are more socialized than kids who have devices at the table,” said Margaret Johnson, partner and CCO, GS&P. “So we enlisted some celebrity help to show the importance of having device-free dinners.”
Credits
Client Common Sense Media Agency Goodby Silverstein & Partners Jeff Goodby, Rich Silverstein, co-chairmen; Margaret Johnson, chief creative officer; Hanna Wittmark, art director; Kate Baynham, copywriter; Tod Puckett, director of production; Olivia Baker, producer. Production Biscuit Filmworks Clay Weiner, director; Shawn Lacy, partner/managing director; Holly Vega, exec producer; Lisa Stockdale, producer; Mercedes Allen-Sarria, Rachel Glaub, heads of production; Doug Chamberlain, DP; Jeff Higinbotham, production designer. Editorial Arcade Edit Sean LaGrange, editor; Tessa Malsam, assistant editor; Kirsten Thon-Webb, head of production; Crissy DeSimone, exec producer; Adam Parker, producer. Online/VFX Timber Jonah Hall, Kevin Lau, creative directors/partners; Sabrina Elizondo, exec producer; Melody Alexander, head of production; Chris Homel, lead Flame artist; Brandon Harden, Flame assistant; Emily Avoujageli, sr. producer. Color Gregory Reese, colorist; Thatcher Peterson, exec producer; Diane Valera, color producer. Sound Design/Mix Lime Studios Joel Waters, Mixer; Stephen Fredericks, assistant mixer; Susie Boyajan, exec producer. Music Butter Max Schad (BMI), composer; Annick Mayer, exec producer. Butter Cuts (BMI), publisher/label.
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
