This spot features a technician showing an expectant mother how to use the home charger on her Chevy Bolt EUV. When the expectant mother says she hopes being a mom is as easy, the female technician laughs as to offer comfort and then says, “It’s not.”
At least Chevrolet makes some things easy by covering the cost of standard installation of Level 2 home charging capability for eligible customers who buy or lease a 2022 Bolt EUV or Bolt EV.
Titled “Life Changes,” the spot was directed by Simon McQuoid of Imperial Woodpecker for Commonwealth//McCann.
Credits
Client Chevrolet/Bolt EUV Agency Commonwealth//McCann Gary Pascoe, chief creative officer, North America; Duffy Patten, Bob Guisgand, executive creative directors; Dan Marvin, Dave Muller, creative directors; Haley Stone, sr. art director; Sarah Ellison, copywriter; Paul Renusch, director of broadcast production; Adam VanDyke, executive producer. Production Company Imperial Woodpecker Simon McQuoid, director; Doug Halbert, exec producer. Editorial HutchCo Jim Hutchins, editor; Gino Renzulli, assistant editor; Jane Hutchins, exec producer. Postproduction Company 3 Jason Frank, VFX supervisor; Siggy Ferstl, colorist; Connor Callaghan, exec producer. Sound Design/Audio Post Eleven Jeff Payne, mixer, sound designer; Melissa Elston, exec producer
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
