Canadian ALS spot sets a new bar for grim

This is one emotionally jarring PSA by Lowe Roche for the ALS Society of Canada. The family images and children’s song “Head and Shoulders” start out fast-paced and joyous, then somberly slow to a crawl as the spot progresses, mirroring the way the disease ravages the human body. The shot of the dad, so animated in the early scenes, struggling to walk stiffly down the stairs, his face set like a mask, is truly heartbreaking and not quickly forgotten. Sure, we’re being manipulated, but whoa! That guy’s shambling advance is intense! Make a donation here.

—Posted by David Gianatasio