Brazilian cancer spot is a serious tear-jerker

This is one intense spot by agency Base Propaganda for Brazil's League Against Cancer. For pure emotional impact, I'd rank it up there with the ALS Society of Canada's jarringly effective efforts. One key difference: The ALS appeal has more components to manipulate in terms of unsettling images and character interplay. The LAC clip is basically just a woman crying, but you can feel the primal force behind her sobs. I couldn't turn away, and I imagine many in the target audience will be likewise riveted. Kudos to the actress for conveying the depths of despair and heights of hope with the same gestures and tears. She elevates the spot beyond its "trick ending" into something far more thoughtful and profound. Via Ads of the World.

—Posted by David Gianatasio