What Good Is a Seriously Annoying 'Friend'?

Endearing Russian Spot Encourages Diabetics to Come to Terms With Their Condition

Published On
Nov 14, 2014

Editor's Pick

If you have diabetes, the disease is likely with you for life. A bit like an annoying best friend, says this spot from Russia for the Diabetic Disabled People Society, which uses a touch of comedy to get across a serious message. In the ad, diabetes is portrayed by a (suitably slob-like) actor. At first, he's an irritating buddy who's always making life difficult (like slapping you in the face when you're about to tuck into a slice of pizza, or keeping you awake at night). In the end, though, the spot suggests that you should "Make friends with your diabetes" (followed by "Ask your doctor how"). Ekaterinburg-based agency Red Pepper did the campaign for World Diabetes Day.


Nov 14, 2014
Red Pepper
Diabetic Disabled People Society
Diabetic Disabled People Society
Creative Director:
Danil Golovanov
Creative Director:
Nikita Kharisov
Art Director:
Julia Uzkih
Ivan Sosnin
Additional Credits:
Alina Kuznetcova
Additional Credits:
Evgeny Kharchenko
Additional Credits:
Olga Burlakova

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Project Type