Life-affirming charity spots

It was interesting to note the reactions of people at a staff meeting a few months back when I showed these Brazilian cancer charity ads. Reactions were split evenly along gender lines: the women found the Girl In Shower spot very moving, and yet the men were virtually overcome by the Little Boys.
Don’t let that put you off: they are strangely upbeat, despite their emotional weight. Rough translation of the first ad: "All you have to do is believe in a cure"; for the second: "Everyone needs strength to beat Cancer. We need strength too."

Charity: Fundacao Mario Penna
Agency: MG Comunicao

Tags: TV ads