From the first frame of this spot, you know you're in for a good cry. It opens on a scene of a daughter and her elderly father, grasping hands, staring almost desperately into each other's eyes, both verging on tears. They hold each other not just for comfort, but also to quell the shaking from Parkinson's Disease. As they let go, the ad reveals its shocking surprise: Dad's not the one with the affliction.
"We'll get through this," the father says. Copy then reads, "Parkinson's devastates young lives too."
JWT Sydney created the quiet, powerful tale in honor of World's Parkinson's Day on April 11, for Parkinson's NSW.
"The film is intended to challenge what people believe they know about Parkinson's -- that it only affects old people," said JWT ECD Simon Langley in a statement. "In fact, the tragic reality is that three Australians under 40 are diagnosed with Parkinson's every single day. We needed an idea that would correct this misconception whilst delivering a strong emotional response. This hopefully in turn will encourage donations to help fund a cure for this debilitating disease."
David Denneen directed the spot out of Filmgraphics.