Everyone wants to hide from the world now and again. To back up against the wall, shrink into the floor, disappear into the darkness. For victims of serious burns, it may feel like a necessity.
A heartbreaking spot for French nonprofit The Burns and Smiles Association follows a severely burned man on a trip to the movies. Though night has already fallen, it's not dark enough to hide his scarred face. He waits for the ticket line to clear out and slips into the movie late, to avoid the house lights. He misses the ending, too, leaving 15 minutes early so he won't have to deal with the stares of the audience when the lights come back on.
TBWA Paris and director Nicolas Galoux were behind the spot and also worked together on 2016's "Halloween" spot. In the same vein as "Cinema," that ad told the story of a man who looks forward to Halloween, the one night of the year when he can hide in plain sight.