Canadian Down Syndrome Society Reminds Viewers to Never Say Sorry

 - Mar 21, 2018
References: cdss & adweek
In its newest ad spot, the Canadian Down Syndrome Society is reminding consumers why parents of children born with down syndrome are "Anything but Sorry."

The clever ad opens with a warning page that's reminiscent of the content ratings that often appear before a movie. Instead of warning the audience of the inappropriate nature of what they're about to see, it warns the viewers of the inappropriate use of the word 'Sorry.' The video's interviewees reiterate that saying sorry should be reserved for taking the last slice of pizza, or forgetting someone's birthday, not for when a baby is born with down syndrome. The light hearted ad reminds viewers of what's appropriate to say when a baby is born with down syndrome - congratulations.

This creative spot effectively emphasizes the misuse of the word 'Sorry' to highlight a much larger message of love, acceptance and understanding.