Taxi PSA captures nightmare of Parkinson’s

The problem with most PSAs about medical conditions is that they rarely convey what it would actually be like for the viewer to struggle with the afflictions they portray. No such problem here, as Taxi vividly illustrates that fighting Parkinson's disease is like fighting against oneself. In this spot for Parkinson Society Canada, crossing a room to answer the phone becomes a surreal and chilling nightmare. The quiet-violent-quiet rhythm of the spot puts the audience all too jarringly in the picture. A companion to the Toronto agency's fine print work for the client, this clip uses sound, motion and editing to memorably drive its point home. And it suggests the current sad logic of Parkinson's: Until there's a cure, when you fight against yourself, you lose. Via Ads of the World.

—Posted by David Gianatasio