Tug of War

Agency Network: 
Published/Aired: 
May 2013
MS Society:  Tug of War
MS Society Print Ad -  Tug of War

Description

Photographer: Peter Holst / holstphotographic.com

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. www.mssociety.ca/bc

Print advertisement created by Immersion, Canada for MS Society, within the category: Public Interest, NGO.

Caption

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
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Highest Rated

certaintly's picture

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.

certaintly
Activity Score 3902
Hank Marvin's picture

Love this!

Hank Marvin
Activity Score 4
Photographer
certaintly's picture

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.

certaintly
Activity Score 3902
Der Dada's picture

certaintly! Agree with you. Is a disease not commonly known and yet the visual is misleading

Der Dada
Activity Score 35
Art Director
salil.sharma's picture

I like the execution !

salil.sharma
Activity Score 2536
Creative Director at India |

Designer Don't Do Different Things
They Do Things Differently

the_lizard_king's picture

Completely agree with certaintly on this. I think that it in a way mocks the serious disease. There is are things that sound and feel better on a funny note... but not something like this. But the execution is good.

the_lizard_king
Activity Score 1243
Copywriter at Forecast advertising |

And then GOD said...
Let there be creativity!!!

655321's picture

Look at his eyes. MS is the devil.

655321
Activity Score 174
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