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)