K-Y Jelly "Warm Up to Love Again"
Sexy is ageless, even if bodies are not. In copy-free spots, women check out their men, anticipating something’s to come. Workout guy is no Adonis but in her mind he’s one. K-Y: Not sexy but makes for happy endings.
Sativex "True Cost"
Different pictures, but one question: “What’s the true cost of MS spasticity?” It’s the loss of self, the example here being the ability to even wash one’s own hair. The disaffection and sadness is visceral. Sativex reawakens ADLs from “acronymity,” and becomes humanly essential.
An appeal for humanity—impassioned Brazilian soccer fans are moved to show undying team love by literally passing that love on through organ donation. In a country that is resistant to this brand of selflessness, thousands of people pledged. “I promise your heart will always beat for Sport Club Recife”: a beautiful success story.
"I'm So Old"
Spry oldsters deliver deadpan one-liners—“I’m so old, I drove a chariot to high school”—punctuated by a logo-popping “ba-dum-bum.” Each “joke,” says Scripps, is not about life-long pill takers, it’s about life-loving ones; those who can stand up—do stand up! Bravo.
Alzheimers Awareness "Walk for Memories"
A terrifying analogy in a language we understand, via the self-defining data stored on our devices. Imagine the prompt, “Are you sure you want to delete all the selected people?”, and with a click, trash is emptied—end of story. We want an uplifting sequel.
COPD, often blamed on patients, gets a less stern identity; it’s simply the crushing elephant in the room that isn’t going away. Post-Spiriva, the elephant is compliant, out on good behavior. We hate COPD but the elephant makes us care, and that’s what this story needs.