“The Moment” — Ads We Didn’t Skip

Ad: The Moment by CIBC Run for the Cure

Agency: Cundari, Toronto

Why: The emotional rollercoaster. That score (composed by Todor Kobakov) got to me right away. Then it was the emotion — this spot is heavy with it — emphasized by the focus on details. The husband rubbing his wife’s arm, the doctor rifling the papers, touching the X-rays. And then … the twist. Well, that was the end of me.

Will I buy what they’re selling?: I didn’t donate, but I shared it with my social networks through my tears. Maybe one of my friends did.

— Lori (@lburwash)

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