Powerful and Touching, This Ad Captures the Heartbreak of Being Apart From a Sick Child

Cossette creates a stirring spot for Ronald McDonald House

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When you’re separated from your seriously ill son or daughter, even if only for a few hours or by a couple of miles, the time spent apart can feel like an agonizing gulf of anxiety and dread.

Canadian agency Cossette explores such notions of emotional distance in the memorably poetic spot below, promoting Ronald McDonald House BC and Yukon, which provides accommodations for 2,000 families every year who travel to Vancouver when their kids need major medical treatment.

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