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NEW YORK October is Breast Cancer Awareness Month. And along with all the offerings of pink iPods, mixers, pins and socks on the market, Kaiser Permanente presents this wistful commercial as a moment of hope to those in the midst of the battle. Part of the hospital group’s excellent (regional) “Thrive” campaign, the spot opens with a monochrome frame with “Saturday Morning” handwritten in the corner. Artfully shot by Joe Pytka in black-and-white-ish tones, it documents a day in the life of a 30-something single photographer.
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