Can a Biotech Group Change the Conversation With an Emotional Ad About Time?

Poetic spot dropped in a minefield

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The human body is a time machine. Treatments and products developed by the biotech industry keep its parts in good order, extending our stays on the planet and allowing us to lead richer lives.

That's the pitch from the Biotechnology Innovation Organization, a trade and lobbying group, in a campaign by White64 themed, "Time Is Precious."

The minute-long spot below opens with a recording by the late British philosopher and author Alan Watts. "We think of time as a one-way motion, from the past, through the present, and on into the future," he says.

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