To underscore the altruistic possibilities of Kia’s all-new Sportage SUV, agency David&Goliath created a spot titled “Beachcomber,” directed by Nicolai Fuglsig of production house MJZ. The :30 tells an endearing story of one man’s conservation effort to help save the sea turtles. Showcasing the multi-terrain AWD and class-leading horsepower of the SUV, the spot opens on a scenic beach as the Sportage’s intrepid driver retrieves a custom-made drag rake from its spacious cargo to swiftly collect the distressing amounts of trash sprawled across the beach–from plastic bottles to empty wrappers. The Sportage circles beach until every last piece of trash is retrieved for recycling. As the driver sits back and takes in the ocean and now-pristine scene, scores of sea turtles emerge from the surf, to safely nest in the sand.
A simple summary completes the story–“Make more good. In the all-new Sportage X-Pro.”
As part of Kia’s Accelerate The Good charitable initiative, the brand will be partnering with Sea Turtle Inc., an organization looking to rescue and rehabilitate injured sea turtles, educate the public and lead conservation efforts for critically endangered Kemp’s Ridley and all other endangered sea turtles. Kia’s donation will help the organization completely renovate and expand their clinic to include a surgical suite, treatment area and blood work station at Sea Turtle Inc.’s facility in South Padre Island, Texas. Visitors will be able to watch treatments and procedures via a ground-to-ceiling viewing window of the few hundred sea turtles found and treated annually.
Credits
Client Kia Agency David&Goliath David Angelo, founder & creative chairman; Ben Purcell, chief creative officer; Mark Koelfgen, executive creative director/copywriter; Frauke Tiemann, executive creative director/art director; Tiffany Smith, creative director/copywriter; Rick Standley, creative director/art director; John O’Hea, group creative director/photography; Paul Albanese, managing director of broadcast production; Christopher Coleman, group executive producer; Danielle Watchman, sr. producer; Peter Bassett, integrated production & technology services; Cara Nieto, executive art producer; Bruno Cunha, group strategy director. Production MJZ Nicolai Fuglsig, director; Lol Crawley, DP; Emma Wilcockson, exec producer; Laurie Bocaccio, producer. Editorial Spinach Adam Bright, editor; Jonathan Carpio, exec producer; Patricia Gushikuma, producer; Marshall Thompson, assistant editor. Color MPC Mark Gethin, colorist; Meghan Lang Bice, exec producer; Alex Zhao, associate color producer. Postproduction Company 3 Method Studios Ben Walsh, executive creative director, VFX; Chelsea Kammeyer, exec producer; Laura Duncan, producer. Music Barking Owl Kelly Bayett, creative director; KC Dossett, producer; Barking Owl, composer. Sound Design Barking Owl Kelly Bayett, creative director; KC Dossett, producer. Audio Post Margarita Mix Nathan Dubin, mixer; Whitney Morris, 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
