tight Director Jeremy Russell Shows the Face of Cancer for Lustgarten

Cancer has a face – and a mission – in the new spot from director Jeremy Russell of tight. The haunting ad for Lustgarten Foundation depicts “Dan’s Pancreatic Cancer” as a passenger riding in the back seat of his victim’s car. The ride won’t be the last for this disease – the deadliest cancer – which will claim another 35,000 lives before the year is out.

“I remember when that guy came in to audition, he didn’t even have to say anything and he would have gotten the job,” recalls Russell of his antagonist. “I always thought casting would be the most important part of this spot and that turned out to be true.” The director says there was an interesting vibe between the two men in the car. “I had them in there for about an hour and I had asked them not to talk to each other at all. I don’t think they’d even met.” The strategy worked like a charm, allowing the interaction between the men to read as cold and impersonal. 

Another effective element adding to the spot’s somber tone was the rain. “We had a rig attached to the car that created the rain effect for the majority of the spot,” says Russell. “When it came time to shoot the exteriors of the moving car, it started to rain for real. Perfect timing.”

Client: Lustgarten Foundation

Spots Title(s): “Dan’s Pancreatic Cancer”

First Air Date: 11/23/08

Agency: Gardner Nelson + Partners
Creative Director: Tom Nelson
Copywriter: Chris Baier
Art Director: James Groom
Agency Producer: Gillian Blain

Production Company: tight
Director: Jeremy Russell
DP: Jack Donnelly
EP(s): Don Block, Rich Carter, Elaine Behnken
Producer: Patricia Danziger

Editorial: Bluerock
Editor: Tom Schachte

Shoot Location: New York