Web videos are the centerpiece of DDB's "Join the Fight" campaign for the Canadian Cancer Society. Non-actors whose lives have been ravaged (and in some cases, ruined) by the disease address the illness as if it were a person, expressing their outrage, grief and resolve to keep fighting. Unlike TBWA's recent prostate-cancer ads, where the disease is played by a guy in a costume, here cancer is an unseen yet palpable presence. We get the idea that the fight is tough, often heartbreaking, but sometimes winnable. The message is gritty and honest, but empowering. If I were cancer, I'd clear out, because that guy in the white T-shirt who spits into the mirror looks angry enough to whip the disease with his bare hands.
—Posted by David Gianatasio