Athlete Outruns the Wreckage of Injury in Canadian Paralympic Spot Stunning ad from BBDO Toronto
This BBDO Toronto spot for the Canadian Paralympic Committee takes the gold for inspired visual storytelling. Amputee runner Alister McQueen races around a track at night, initially dodging stray wheelchairs, then encountering increasingly complex elements of an injurious auto accident and its aftermath. He runs through a physical rehabilitation room and trauma ward staffed with medical personnel, then past emergency crews, ambulances and the twisted wreckage at the crash scene itself. "It's not my story," McQueen explains in the making-of video. "It's more of a general [tale] of how a lot of the amputees lost their legs." Amazingly, the PSA was filmed in one continuous shot, the production somewhat rushed by the threat of an approaching storm. The wet, unsettled weather adds to the moody atmosphere, and the lack of dialog and narration strengthen the visual intensity. Placing the images out of sequence, basically in reverse order—the wheelchairs and rehab before the crash—gives the entire scenario a dreamlike quality, as if McQueen is seeing these scenes in his mind as he runs. Though packed with images and activity, the spot is never too busy or confusing. The message of personal triumph is clearly communicated by the fact that he keeps going, leaving the tragedy far behind. It's breathtaking stuff—with a companion print piece that's equally exhilarating. The campaign does an astonishing job of capturing the indomitability of the human spirit, and on the award-show circuit it may well live up to its tagline: "Unstoppable."
- Would Yahoo or Facebook Make a Better Tumblr Parent?
- Gevalia Aims for a Buzzy Social Partying Weekend
- Meet the Sleepy's Creative Finalists
- Modest Buzz for NewFront Content Based on Social Sharing Data
- Former Publicis COO Richard Pinder on Reimagining Global Networks
- Yahoo Adding Tweets to Homepage
- Embattled Abercrombie CEO Backpedals on Exclusionary Comments
- NBCUniversal Expands Licensing Deal With Amazon
- Goodby, Silverstein Brings the Funny for YouTube's First-Ever Comedy Week
- YouTube Star Tobuscus Forced Into Making Insane Musical Ad for Hot Pockets
- California Winery's Ads Pair the Product With Sex, Drugs and More Sex
- Yahoo in Talks to Acquire Tumblr
- Online Video Ads Have Higher Impact Than TV Ads
- Dumb Ways to Die Is Now a Video Game for the iPhone and iPad
- The Story Behind 'This Is Water,' the Inspiring Video People Can't Stop Watching
- British Advertising Hits New Low With Commercial Starring Talking Butt Crack
AdFreak is your daily blog of the best and worst of creativity in advertising, media, marketing and design. Follow us as we celebrate (and skewer) the latest, greatest, quirkiest and freakiest commercials, promos, trailers, posters, billboards, logos and package designs around. Edited by Adweek's Tim Nudd. Updated every weekday, with a weekly recap on Saturdays.