Intuity Medical, Inc., a medical technology company, rolled out a campaign promoting Pogo Automatic, which checks out a person’s blood sugar level sans any of the typical hassles involved–such as having to wear a glucose sensor.
Conceived by creative agency Cutwater, the campaign includes two centerpiece spots, including this one titled “Pickleball” which introduces us to two naturist pickleballers. They play the sport stark naked, except for socks and sneakers. The woman also has to wear a glucose sensor on her arm, which makes her feel self-conscious on the court. But Pogo Automatic comes to the rescue, meaning she can return to the court unencumbered.
Hank Perlman of production company Hungry Man directed both commercials in the “You’re Good To Pogo” campaign.
Credits
Client Intuity Medical Agency Cutwater Chuck McBride, founder & chief creative officer; Christian Hughes, principal & president; Amy Su, creative director; Mike Ennen, copywriter; Alexandra Elbright, sr. art director; Patrick Nelson, sr. designer; Emma Shepler, art director; Doug Stivers, exec producer; Uma Mantravadi, strategist; Viktor Torbjörnsen, director of creative strategy & head of social. Production Hungry Man Hank Perlman, director; Caleb Dewart, exec producer/managing partner; Franchesca McDowell, head of production; Matt O’Shea, producer; Adam Beckman, DP; Latisha Duarte, production designer. Editorial Hungry Man Mike Feldman, editor. Post/VFX Brickyard VFX Sean McLean, lead VFX; Brody McLean, VFX; Ellen Schmitt, producer. Post/Color Royal Muster Gregory Reese, colorist; Thatcher Peterson, exec producer. Audio Post Lime Studios Tom Paolantonio, mixer.
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
