Agency Network: 
December 2010
Abarbanel:  Daddy


Print advertisement created by McCann, Israel for Abarbanel, within the category: Health.


Sharon’s daddy still visits her room every night.
Abarbanel’s patients are looking for a sane environment.
Help us give them a little piece of saniy. Donate now for the external clinic renovation at

Advertising Agency: Mccann Erickson, Tel Aviv, Israel
VP Creative: Eldad Weinberger
Art Director: Maayan Froind
Copywriter: Sahar Lewenstein
Studio: Eli Azarzar
Photographer: Ilan Besor
Supervisor: Noa Siton
VP Clients: Amit Mashiah
Account Management: Daniela Klinger, Amit Frenkel
Producer: Einat Noff (Gur Arie)
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reasonwhy's picture

Still that light / shadow problem (among the others). Bad AD.

Activity Score 147
Art Director
HappyHour's picture

laughably bad photoshop

Activity Score 2381
Guest's picture

Not that bad a photoshop job. rajendren

Cheerriiee's picture

strong message though..

Activity Score 952
Graphic Designer
TiltedChairCreative's picture

Yeah, I don't see the problem with the photo editing. I like this one a lot better than the old lady in the wheel chair.

Activity Score 513
Asynchrone's picture

This ad is meaningless.
I don't know about any case of recovery mental health by psychiatrist.
They should let patients go home to get a little piece of sanity.

Activity Score 318
Administrative |

CuriousPencil's picture

Aside from the schoolboy errors in lighting, I'm wondering if this doesn't make the same mistake as the Zurich Zoo piece. You're talking about providing better environments in your own building, by highlighting the substandard conditions *in your own building*. That strikes me as an advertisement of your own failure in providing proper conditions; doesn't give me any confidence in you at all.

Though I do like the haunting copy in these.

Activity Score 4225
Guest's picture

dont understand how hand stenciled hands say she is not getting the mental help she needs.
A worn out facility I get but how does this contribute to a suggestion of poor mental health.
It just doesnt connect for me other than just being depressing

Janae's picture

the stenciled hands are a methapher for her father, who probably raped her.
its a tough subject, and even if the shadow is not correct, i'm impressed.

Activity Score 385
Dzsoi's picture

I agree that the whole visual and headline is about general social problems, nothing to do with the state of the hospital. You should argue how the renovation would help her to recover, to get over her trauma - if it sounds rational. Or that she deserves a better environment. But make a connection.

Activity Score 8611
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