TBWAChiatDay LA conceived of this Supercuts campaign starring actor Michael Kelly (a three-time Emmy nominee for House of Cards) as he promotes a greater appreciation of hair. Being follically challenged, Kelly has a deep appreciation which is in sharp contrast to the full-head-of-hair folks who surround him in everyday life.
Included in the mix of campaign work directed by David Shane of production house O Positive is this anthem spot in which Kelly seems to be the only one who doesn’t take hair for granted. In that spirit, he cites Supercuts for taking better care of hair than most people do.
“This campaign allowed our agency to do what we love most: Identify the soul and voice of a brand that differentiates its business within its category,” said Renato Fernandez, CCO, TBWAChiatDay L.A. “What we found in Supercuts was a playful, fun tonality that enabled us to bring humor to the concept of not taking your hair, or the value that Supercuts offers for granted, while still having a bit of fun connecting with the next generation of men who may face this reality one day.”
Credits
Client Supercuts Agency TBWAChiatDay, Los Angeles Renato Fernandez, chief creative officer; Jason Karley, group creative director; Cyrus Coulter, creative director/art director; Josh Dimarcantonio, creative director/copywriter; Andrew Livingston, sr. art director; Simon Bruyn, sr. copywriter; Guia Iacomin, director of content production; Alicia Portner, producer. Production Company O Positive David Shane, director; Ralph Laucella, Marc Grill, exec producers; Jason Reda, producer; Stuart Dryburgh, DP. Production Service Company, The Lift, Mexico City Editorial Arcade Geoff Hounsell, editor; Ryan Andrus, assistant; Damian Stevens, managing partner; Crissy DeSimone, exec producer; Alexa Atkin, producer. VFX Jamm Patrick Munoz, VFX supervisor/lead Flame artist; Brian Hajek, Flame artist; Ashley Greyson, producer; Asher Edwards, exec producer. Color The Mill Adam Scott, colorist. Audio Post Lime Studios Joel Waters, mixer. Music Walker Music Sara Matarazzo, Stephanie Pigott, exec producers; Danielle Soury, 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
