Ad of the Day: Sick Kids Are the Ultimate Fighters in Brilliant Hospital Ads by Cossette

The power of defiance, and imagination, to heal

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A boy suffering from kidney failure isn't weak. He's a gladiator about to step into the ring for battle. 

So says a gorgeous, jaw-dropping new campaign from SickKids Hospital—or as it's more formally known, The Hospital for Sick Children—in Toronto.

In the centerpiece anthem, titled "SickKids VS: Undeniable," ailing children, alongside their families, doctors, nurses and other hospital staff, all gird for battle—as medieval soldiers, pro wrestlers taking baseball bats to dialysis machines, and comic book superheroes.

It's a gripping two-minute argument from agency Cossette—more than anything, for the power of imagination as a vehicle for hope, and metaphor as a medical tool.



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