Jason Statham’s surreal world of play is front and center in this launch spot for LG Mobile’s “Life’s Good When You Play More” integrated campaign out of Energy BBDO.
Directed by Fredrik Bond of MJZ, the commercial, titled “World of Play,” has Statham portraying himself as well as a number of other characters ranging from a baby engrossed in an umbrella sword fight to a long haired Statham surfing on a herd of bulls. Throughout the story, the LG G5 is positioned as a catalyst for play, and the smartphone’s plug and play accessories keep the fun going in this overtly unexpected and fantastical world.
The film aims to appeal to “Life Explorer” Millennials who crave ways to break up the mundane, encouraging them to discover their own world of play through the new LG G5 and its suite of plug ‘n play Friends. The film will appear worldwide in key markets including North America, Latin America, Europe and East Asia.
Credits
Client LG Electronics Agency Energy BBDO Sam Bergen, executive creative director; Miller Jones, creative director/copywriter; Aaron Pendleton, creative director/art director; Rowley Samuel, director of integrated production; Matt Scoville, executive producer; Daniel Kuypers, director of music; David Murray, strategy director; Jake Setlak, planning director. Production MJZ Fredrik Bond, director; Crille Forsberg, DP; Kate Leahy, exec producer; Line Postmyr, line producer. Editorial Marshall Street Editors/Union Editorial Tim Thornton-Allan, editor; Matthew Pochettino, Drew Johnson, Zach Kashkett, assistant editors; Samantha Machado, producer, Union; Michael Raimondi, president/managing partner, Union. Postproduction The Mill Chicago Andrew Sommerville, exec producer; Erica Hilbert, producer; Jay Bandlish, shoot supervisor/2D lead/creative director; David Lawson, shoot supervisor; Sid Harrington-Odedra, shoot supervisor/3D lead; Adam Carroll, 3D lead. Matthew Osborne, colorist. Audio Production Another Country Tim Konn, exec producer; John Binder, Peter Erazmus, sound design. Music MAS-Music and Strategy Gabe McDonough, music producer; Busy Signal, artist. Track: “Everybody Move”
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
