Tug of War

May 2013
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Photographer: Peter Holst /

Short rationale:

With MS, signals from the brain fail to reach the body. This can lead to a sudden loss of movement in the limbs, paralysis, or even blindness. It's a degenerative disease that forces a body to betray itself. The MS Society is fighting to end this condition. And they could use your help.

Multiple Sclerosis turns your body against itself.

Advertising Agency: Immersion Creative, Vancouver, Canada
Creative Director: Mike Catherall
Art Directors: Katie Lapi, Oran Rahmani, Seann Einerssen
Copywriter: Mike Catherall
Photographer: Peter Holst
Design: Katie Lapi
Project Coordination: Suzanne Jay
Makeup Artist: Marie-Helene Babin
Styling: Claudia Da Ponte

Comments (6)

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certaintly's picture
3994 Activity Scores

my problem with this ad is that the tone and the idea arent in cohesion. if youre gonna go dark and somber, then the idea should also be dark and somber.

here i see a funny, comical, satiricalish idea. like a jokester or a prank, like your body is going against you just for the fun of it.

the guy at the end has a smirk painted on his proud face. that shouldnt be there if theyre going for a dark and somber tone.