This ad for the Motor Neurone Disease Association of the UK uses cinematic editing and special effects to show how it feels to live with this disease and to help them eliminate it.
Is this ad unpleasant and shocking to look at? Yes, it is. But in the ever-increasing world of fast-moving media, a colorful logo and simple copy just won’t translate.
Ad campaigns for charity and non-profit associations will certainly become more graphic in the years to come--they have no choice. This ad certainly made me grateful for my health and will hopefully entice people to donate and help the association rid us of this horrible disease.
The ad was created by agency MND Association with creative direction by Tony Muranka and Peers Carter. The filming was produced by Bare Films and directed by Jim Weedon, Stuart Graham, Maddy Easton, Kelly Doyle.