Communication and design studio Totuma created this empowering breast cancer awareness short. The commercial urges women who have been through the mastectomy process to embrace the scars with pride and courage.
The ad begins with two side-by-side lemons to resemble breasts. Every few seconds the scene changes to another pair of fruits or round objects. Eventually, the commercial begins disrupting one of the objects. For example, a watermelon gets smashed or a light bulb breaks. The commercial ends with a few scenes of women holding the fruits against their chests. Slowly, one fruit is lowered to reveal a mastectomy scar, which represents the woman's journey.
This powerful ad by Totuma shows women that scars are beautiful. Using the fruit as a metaphor helps the women and those affected by breast cancer to understand the process with this visually uplifting short.
Metaphoric Cancer Ads
Totuma Used Round Fruits to Mimic Breasts in this Cancer Awareness Ad
Trend Themes
1. Metaphoric Advertising - Companies can use metaphoric visuals to deliver powerful messages and evoke emotions in their advertising campaigns.
2. Body Positivity - Brands can embrace body positivity by showcasing diverse representations of beauty, challenging societal norms and empowering individuals.
3. Cancer Awareness Promotion - Organizations can raise awareness about cancer and promote early detection through creative and impactful advertising initiatives.
Industry Implications
1. Advertising and Marketing - The advertising and marketing industry can leverage metaphoric storytelling techniques to create compelling campaigns and engage audiences.
2. Fashion and Beauty - Fashion and beauty brands have the opportunity to promote body positivity and inclusivity by featuring diverse models and embracing imperfections.
3. Healthcare and Non-profit - Healthcare organizations and non-profit entities can utilize creative ads to raise cancer awareness, educate the public, and encourage early detection.