A powerful spot for Canada's SickKids Foundation breaks from the category's conventions of emotional, tear-inducing advertising by re-casting children with illnesses as fierce warriors.
The film splices together fast and frenetic images of kids (and the doctors, family and friends who support them) "gearing" up for battle, dressed as knights, superheroes, daredevils or soldiers on the front line. They and their supporters face off against kidney failure, autism, cystic fibrosis and more in a fantasy-meets-reality scenario set to a driving, rap track.
The little ones featured in the film are either current, or past patients of SickKids. The campaign also has a print component, featuring "hero" images of the children.
Created out of Cossette and directed by Mark Zibert out of Skin and Bones Film Company, the ad is reminiscent of the Cannes Grand Prix-winning "Meet the Superhumans" ad from Channel 4, which compelled viewers to rethink misconceptions of paralympian athletes.