An emotive new ad for multiple scelerosis treatment Rebif sets out to demonstrate that a diagnosis of the disease needn't mean that your life comes to a stop.
The online spot, by McCann Health, is sensitively directed by Iconoclast's Rob Chiu and at first seems more like a series of scenes from "This Is Us" than an ad for a medication. It shows a woman's "journey," from having fun at a birthday party with her husband, to her first devastating diagnosis with the disease after she spills a cup of coffee.
Despite this devastating moment, she goes on to experience all the ups and downs of life: she gets pregnant, lose her father, succeeds in her career and enjoys watching her daughter grow up. We see one discreet scene of her injecting her medication. The film ends with the line: "Being diagnosed with MS is a life changing moment. But it doesn't have to change your life."