Creativity

A woman with MS takes an unexpected journey in this moving film

A diagnosis needn't change your life, says spot for Rebif from McCann Health

By Alexandra Jardine. Published on Aug 07, 2018

Editor's Pick

An emotive new ad for multiple scelerosis treatment Rebif sets out to demonstrate that a diagnosis of the disease needn't mean that your life comes to a stop.

The online spot, by McCann Health, is sensitively directed by Iconoclast's Rob Chiu and at first seems more like a series of scenes from "This Is Us" than an ad for a medication. It shows a woman's "journey," from having fun at a birthday party with her husband, to her first devastating diagnosis with the disease after she spills a cup of coffee.

Despite this devastating moment, she goes on to experience all the ups and downs of life: she gets pregnant, lose her father, succeeds in her career and enjoys watching her daughter grow up. We see one discreet scene of her injecting her medication. The film ends with the line: "Being diagnosed with MS is a life changing moment. But it doesn't have to change your life."

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Credits

Date
Aug 07, 2018
Client:
Rebif
Agency:
McCann Health
Production Company:
Iconoclast
Director:
Rob Chiu
Executive Producer:
Anna Smith-Tenser
Executive Producer:
Carine Harris
Producer:
Tom Knight
Director of Photography:
Rina Yang
Editor:
James Rose
Edit Company:
Cut + Run
Post Production:
The Mill
Colorist:
Seamus O'Kane
Color Company:
The Mill
Sound Design:
Neil Johnson
Sound Design Company:
Factory
Creative Director:
Gianpaolo Palombella
Creative:
Libby Middlehurst
Agency Producer:
Roy Swansborough

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