Ty Burrell portrays Modern Family character Phil Dunphy in this spot which taps into his “Phil’s-osophies” platform–except this time he touches upon the ways Realtors provide a competitive advantage in the home buying process. Titled “Ball,” this piece reinforces the National Association of Realtors (NAR) mantra that we need a Realtor rather than just a real estate agent to make the most out of the housing market. Dunphy is clearly a Realtor and affirms so in “Modern Family,” weaving the NAR message into a recent episode of the primetime series.
That message is then echoed comedically in this commercial in which Dunphy talks about the quick cat-like reflexes needed to capitalize on housing/real estate opportunities. To demonstrate his reflexes, he is supposed to grab a fast approaching ball thrown from off screen towards him–only to fail multiple times.
Modern Family creators Christopher Lloyd and Steve Levitan directed “Ball” for Arnold Worldwide.
Credits
Client National Association of Realtors Agency Arnold Worldwide Jim Elliott, global chief creative officer; Sean McBride, EVP/executive creative director; Nate Donabed, VP/creative director (art); Josh Kahn, VP/creative director (copy); Liz Breen, copywriter; Ashley Herrin, art director; Sean Vernaglia, sr. broadcast producer; Jake Williams, assistant broadcast producer; Dayna Stanley, art producer; Kathy McMann, VP director of art production. Media Agency Havas Media/Cake Greg James, chief strategy officer; Stacy Fuller, head of content. Havas Media North America; Jenna Fidellow, SVP/general manager Cake. Network ABC Jeffrey Weinstock, VP/creative director; Jessica Popper, director, integrated marketing; Andy Staub, coordinator. Production Moving Parts Christopher Lloyd, Steve Levitan, directors; Chad Cooperman, exec producer; Jon Goldberg, line producer. Jim Bogdonas, cinematographer. Editorial Brendan Murphy, editor. Music Tommy Fields
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
