St. Jude spot poignant, but won't haunt you

Ads for children's hospitals are often soul-crushingly sad, except in Finland, where they're horror-movie creepy. This Hill, Holliday spot is neither. It promotes Chili's support of St. Jude's Children's Research Hospitals, and is based on a nice simple idea: Actual parents of St. Jude's cancer patients talk about how they're looking forward to moments in their kids' lives—their first speeding ticket, their first date—that parents typically dread. "They'd like nothing more than to be able to witness their children live a normal childhood," says Hill, Holliday's Steve Grskovic.