September 2008

Print advertisment created by BBDO, Canada for Multiple Sclerosis Society of Canada, within the category: Public Interest, NGO.

With MS every move is a struggle. Donate to the MS Society of Halton.

Advertising Agency: BBDO Toronto, Toronto, Canada
Creative Director: Ian MacKellar
Art Director: Todd Cornelius
Copywriter: Jamie Marcovitch
Photographer: Shanghoon

Comments (16)

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ziad hamdan's picture
ziad hamdan
Activity Score 45


Crisp One's picture
Crisp One
Activity Score 2005

nice visual metaphor... scary looking though

whitespace's picture
Activity Score 1953


surzal's picture
Activity Score 30

Also a little confusing though, as the hand exerciser is usually used to strengthen hands and fingers. So one would have to read the line to make things clear. I thought at first, it could seem as though the contraption could actually help MS sufferers.

karankal's picture
Activity Score 52

This has been done by an ad that says everything is handmade and also another one that talks about the strength of an adhesive.
It doesn't make me want to donate I guess is what I;m driving at, even when I havent seen the other ads that look like it. This doesn't actually convey a struggle to my mind.

sneakyhands's picture
Activity Score 1857

the fingers do look pretty gross, but i like the idea. though, i think i would sympathize more if instead of a hand press (or whatever it's called) the item was more everyday like a telephone or a kitchen appliance.

Andy-B's picture
Activity Score 280

This made me think of a butcher store

slip's picture
Activity Score 919

potent, but weird.


Wordnerd's picture
Activity Score 6692

hm i like the impression this ad gives you. but MS sooner or later leads to full paralysis and in the and death. this ad makes MS seem more harmless, than it actually is. but this is a good way to raise awareness, i guess

peekaboo's picture
Activity Score 10


brenoamaro's picture
Activity Score 37

Saw 2 - Jigsaw is back!!

sneakyhands's picture
Activity Score 1857

back with shadow puppets!

Ed Mintone's picture
Ed Mintone
Activity Score 585

hi five!

fractalrene's picture
Activity Score 1504

I think there are several ways to say it better. Really.

Misstree's picture
Activity Score 425

I like first reaction was of pain. SO i think it's effective coz it makes u cringe. point made, job done.


Not all who wander are lost.

Amsterdam, The Netherlands's picture
Amsterdam, The ...

Anyone that has ever broken his arm/hand/whatever, will know how hard it is to squeeze one of these during revalidation. And that is what this ad is trying to explain, it's hard for someone with MS to even put their fingers together. (as hard as it is to squeeze for you)

But i agree, it's a bit sinister...