The distinguishing feature of the campaign is that it combines shots from the legendary Alfred Hitchcock film 'Rear Window' with new ones shot today. The action shows a new scene in which James Stewart, via a phone call, manages to save the life of a child just before he falls off the balcony opposite. One call in the nick of time which is able to save a priceless life. Just like the calls millions of people make every year to La Marató.