The Spot: The Big C

A woman with cancer regains her hair, and her hope, in a quietly magical ad from BVK

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GENESIS: The University of Oklahoma wanted to position its new cancer center as the best in the region with a message of hope. Milwaukee agency BVK didn't want a maudlin ad full of hand holding, hugs, and worried children. "How do we do another spot about hope that feels fresh?" asks creative director Mike Holicek.

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