Celine Song Spotlights Meaningful Moments in CIBC Run for the Cure Film

With less than a month to go before the Canadian Cancer Society and CIBC’s CIBC Run for the Cure, the two businesses have released their combined marketing campaign. Highlighting the power of subtle, intimate moments, from a hand being squeezed to reassure a survivor, to the look of resolve on a lab technician’s face, the work is all about showing the difference people’s donations and involvement with the race makes.

Created by independent agency Courage, the spot is intentionally designed to deviate from traditional charity run advertising tropes. Rather than capture the height of the event, or the physical joy of participating, the 30-second hero film, titled ‘The End Is the Beginning’ starts at the race’s conclusion, as the banners are being pulled down, and streets start to empty.

“We thought it was an interesting visual hook to start where most stories end,” explains co-chief creative officer Joel Holtby, to which creative director Jesse Wilks adds, “For us, the challenge was to move beyond the one-day event and remind Canadians that the CIBC Run for the Cure fuels work that happens year-round.”

Brought to life by Merchant director Celine Song (of ‘Past Lives’ fame), according to Courage, she was always the number one pick for this project. Recognised for her ability to capture the emotional weight of small gestures – ones that say everything without overstatement – creative director Gerardo Agbuya notes it was this sensibility which felt perfect for a story capturing the impact of the run.

“Small, intimate moments are exactly where Celine shines,” he continues. “She creates moments that never feel staged or performed, but lived, like we’re witnessing something real unfold. Collaborating with her was inspiring; she brought an authenticity and subtlety to the work that elevated it beyond what was on the page.”

This impact would be felt in the creative process as well. Where early on, the agency’s ideation leaned toward a literal interpretation featuring machines powering up, wig shops opening, and things starting back up after the race, the director helped shape the work into something performance-leaning. Casting people who felt familiar – “people you might encounter every day” – and shooting on film to further emphasise the emotional weight of the narrative, this new direction proved inspirational, grounding ‘The End Is the Beginning’ in humanity and emotion.

“That shift gave the campaign more emotional weight, and I think that’s ultimately what makes it resonate more,” reflects Jesse. “Together, those choices made the intimacy feel natural, rather than manufactured.”

Responding to the praise, Celine adds that for her, it was a privilege to work on a campaign of such cultural importance. Celebrating the opportunity to highlight an event which really makes a difference, she notes that she’s truly grateful to have been involved in this process.

“As a Canadian, I feel so lucky to have gotten to direct this meaningful spot for an annual charity event that I grew up with. Cancer can be one of the most terrible things a person or a family has to contend with in their lives, and the only way to alleviate it is through research. I’m honoured to have been given the opportunity to play a small part in promoting this powerful and necessary event that has done so much to help.”

While public reaction is yet to drop, the teams at Courage and CIBC are optimistic that this campaign will be the first step in reminding Canadians that while the CIBC Run for the Cure may end, the efforts to change the future of breast cancer will continue every day. Designed with longevity in mind, for both companies, this creative is the start of something new and exciting.

“We wanted a platform that would resonate not only this year but in the years to come,” Gerardo says. “‘The end of the Run is just the beginning’ gave us that. It’s a line that acknowledges the event, while also pointing to the enduring impact of the work that follows.”

Echoing this, Andrew Greenlaw, CIBC’s SVP, brand, community investment, and corporate events, adds that he hopes this new marketing approach will remind people about a fundamental truth behind the race: it’s always been about more than just the run itself.

“For Team CIBC, the CIBC Run for the Cure has always been about more than a single day,” he concludes. “This campaign beautifully captures how the impact of what we accomplish together is felt in the seemingly small but powerful moments of everyday life, from survivors and families, to the researchers and caregivers who move us closer to a future without breast cancer.”